Fostering Sustainable Consumer Behaviors: Integrating Minimalism, Lifestyle of Health and Sustainability, and Collectivist Culture Through the Theory of Planned Behavior

This study integrates the theory of planned behavior (TPB) and the stimulus-organism-response (S-O-R) framework to examine how minimalism and the lifestyle of health and sustainability (LOHAS) shape sustainable consumer behaviors, especially within collectivist cultures. A survey of 485 consumers served as the empirical foundation, with data analyzed using partial least squares structural equation modeling (PLS-SEM). Results show that minimalism and LOHAS both significantly enhance consumers' sustainable behaviors by strengthening attitudes, subjective norms, and perceived behavioral control—key components of TPB. Furthermore, collectivist cultural values heighten the impact of minimalism and LOHAS on certain TPB constructs, indicating that communal support and shared environmental goals can amplify pro-sustainability mindsets and actions. These findings underscore the importance of lifestyle-driven approaches to sustainability, suggesting that firms and policymakers tailor marketing and policy initiatives to cultural contexts and highlight both the health and ecological benefits of minimalist, LOHAS-aligned choices. By bridging personal lifestyle orientations with collective cultural norms, this research offers actionable strategies for promoting sustainable consumption in emerging markets.