Sustainability consciousness, peer influence and sustainable consumption behaviour: the role of altruism among business students in Ghana

Purpose – This study aims to assess the impact of sustainability consciousness, altruism and peer influence on sustainable consumption behaviour of young adults. Design/methodology/approach – Structured questionnaires were administered to 452 undergraduate students attending public universities in the southern part of Ghana. Partial least square structural equation modelling was used to test and analyse the hypothesized relationships. Findings – Findings from this study indicate that sustainability consciousness and altruism significantly influence sustainable consumption. The respondents also suggest that their association with peers does not significantly affect sustainable consumption. Finally, the outcome of the analysis revealed that altruism partially mediates the nexus between sustainability consciousness and sustainable consumption. Originality/value – The research directs attention to how the behaviour of undergraduate students who are sympathetic to the environment may influence their consumption behaviours. This study also demonstrates that sustainability awareness and knowledge by individuals play a vital role in shaping consumption behaviour, which may ultimately preserve resources for future generations.