Analyzing the sustainable behavioral intentions: Role of norms, beliefs and values on behavioral intentions

The purpose of the study is to examine the contributing factors (norms, beliefs and values) as a proxy of sustainable behavior. To achieve the research objective a survey method was adopted by using convenience sampling. From the results of the study it is evident that normative influence is a key predictor of behavioral intention. This study provides valuable insight and sound ground for academicians who are interested in studying sustainable consumer behavior in concerned emerging markets. It also presents valuable insights for practitioners and policy makers and it has revealed important findings and implications for aforementioned context.