Sustainable Consumption: The Influence of Brand Equity on Price Premium Payments and Positive Word-of-Mouth

The intention-behavior gap regarding the consumption of sustainable products is the main motivation for this study. The integration of the consumer-based brand equity and the hierarchy of effects models were employed to address this gap in sustainable consumer behavior. Data was collected and analyzed using structural equation modeling with IBM AMOS version 23 through a self-administered survey of 793 participants. Results indicate that sustainable consumer-based brand equity has a mixed influence on the behavioral outcomes, suggesting a probable reason for the intention-behavior gap. Moreover, this study contributes to the 2030 Agenda for Sustainable Development, particularly about Sustainable Development Goal 12.