Abstract:
The purpose of this paper is to pinpoint the sustainable consumption behavior (SCB) drivers for energy and water consumers, identify whether a relationship exists between its two types (Conservation and Sustainable product purchase), and examine the moderating effect of Area of Living, Household Size, Home-ownership on such relationship. Therefore, the paper provides a holistic framework to explain SCB in resource-constrained emerging markets, which is an under-investigated area in the extant literature. Employing a mixed-methods approach; in-depth interviews, a focus group, and a survey were used to collect data. Data was collected from 519 respondents in Egypt and was analyzed using the (PLS-SEM) technique. The results show the significance of self-preference, public media influence, perceived moral obligation, and perceived behavioral control in explaining both energy and water conservation. Furthermore, results show that attitude toward conservation explains energy conservation, while subjective norms explain water conservation. Moreover, a significant relationship between the two types of SCB is reported in both contexts; and this relationship is moderated by consumers' area of living and home-ownership. Finally, insightful implications for practitioners and public policymakers are developed. © 2020, © 2020 Taylor & Francis Group, LLC.
