Driving sustainable lifestyles: the influence of upcycling on LOHAS consumer decision-making
サステナブルなライフスタイルを推進する：アップサイクルがLOHAS消費者の意思決定に与える影響 (AI 翻訳)
Gaurav Soin, Navita Nathani, Silky Vigg Kushwah, Teena Singh
🤖 gxceed AI 要約
日本語
インドのLOHAS消費者を対象に、計画行動理論（TPB）を拡張し、アップサイクル製品に対する態度と行動意図に影響する要因を分析。信頼・透明性・知覚リスクが重要な調整変数として機能し、低信頼・高不確実市場では関係的保証が不可欠であることを示した。カーボンニュートラル表示の効果は限定的だった。
English
This study extends the theory of planned behavior (TPB) to examine upcycled product purchase intentions among Indian LOHAS consumers. It finds that trust, transparency, and perceived risk significantly moderate the effects of circularity and value on attitudes. Carbon neutrality labeling has limited influence, while relational assurances are critical in low-trust, high-uncertainty markets.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本ではサーキュラーエコノミー製品の需要拡大が政策課題だが、本論文は新興国市場における消費者心理のメカニズムを提示しており、日本企業の新興国マーケティング戦略に示唆を与える。
In the global GX context
This paper contributes to the global sustainable consumption literature by extending TPB with risk and trust variables in an emerging market context. It challenges the universal applicability of carbon labeling and emphasizes relational factors, relevant for circular economy strategies in similar markets.
👥 読者別の含意
🔬研究者:Provides an extended TPB model with risk and trust for sustainable consumption, applicable to emerging market contexts.
🏢実務担当者:Highlights the importance of trust and transparency over carbon labeling for upcycled products in low-trust markets.
🏛政策担当者:Suggests that carbon neutrality labeling alone may be insufficient; policies should also foster trust and reduce perceived risk.
📄 Abstract（原文）
Prevailing applications of the theory of planned behavior (TPB) in sustainable consumption often overlook culturally embedded drivers that shape consumer decision-making in emerging economies. This study aims to address this theoretical gap by extending TPB to incorporate risk perceptions and relational trust factors inadequately conceptualized within the model’s traditional cognitive framework. Focusing on Indian lifestyles of health and sustainability (LOHAS) consumers, the authors introduce trust, transparency and perceived risk as pivotal antecedents and moderators in shaping attitudes and behavioral intentions toward upcycled products. Empirical analysis using partial least squares structural equation modelling reveals that while circularity, trust and perceived value significantly enhance positive attitudes, the influence of carbon neutrality labeling is limited in this context. Critically, perceived risk not only dampens the effect of circularity but also amplifies the compensatory role of trust and transparency, underscoring the necessity of relational assurances in low-trust, high-uncertainty markets. By situating TPB within the cultural and institutional realities of an emerging market, this research advances the theoretical understanding of sustainable consumption and demonstrates that effective models must account for contextual risk and relational dynamics, thereby extending the boundaries of TPB and supporting broader SDG 3 objectives in sustainable health and well-being. This study offers fresh empirical insights into the evolving domain of sustainable consumption, particularly in the Indian context. By highlighting the moderating influence of perceived risk, it enriches the theoretical understanding of upcycling behavior among LOHAS consumers and provides actionable guidance for marketers and sustainability practitioners.
🔗 Provenance — このレコードを発見したソース
- semanticscholar https://doi.org/10.1108/jec-03-2025-0067first seen 2026-07-23 06:13:00
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