Modelling Sustainable Food Consumption Behaviour: Evidence from Urban Consumers

Sustainable Consumption Behaviour (SCB) has emerged as a critical area of inquiry as nations strive to align development goals with ecological responsibility. This paper investigates the underlying behavioural mechanisms that drive SCB for food products among urban consumers in the Delhi National Capital Region (NCR), a rapidly developing metropolitan hub in India.

The study conceptualizes SCB through determinants ranging from environmental value orientations to contextual and economic considerations. A structured questionnaire was administered to 785 respondents and analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4. The methodological approach incorporated comprehensive reliability and validity checks, along with hierarchical model assessment.

The findings highlight complex interrelationships among the determinants of SCB, underscoring how urban consumers integrate environmental concern with economic practicality when making food-related decisions. The study provides empirical insights valuable for policymakers and agri-food stakeholders aiming to strengthen sustainable consumption patterns and promote responsible food systems in India.