Comprehensive Study on the Determinants of Green Behaviour of Slovenian Consumers: The Role of Marketing Communication, Lifestyle, Psychological, and Social Determinants

Abstract

Despite the growing importance of green consumption, the green attitude–behaviour gap remains a key challenge, highlighting the discrepancy between consumers’ expressed environmental concerns and their actual sustainable-purchasing practices. This study identified key determinants of consumers’ sustainable behaviours and the influence of sustainable development goals-related marketing communication across socio-demographic groups. A quantitative causal research design was employed based on a self-administered online questionnaire targeting the Slovenian population (N = 502). The findings indicate a positive, though weak (ρ = 0.384), correlation between consumers’ attitudes and their behaviours. A substantial and significant positive influence of marketing communication, psychological, and social determinants on pro-environmental behaviour was found, while lifestyle inhibited this behaviour. An analysis of the marketing communication dimension showed that it had the greatest influence on men, consumers aged 35 years or more and those with lower education and income, especially through the information received, trust, and advertisement attractiveness. These results suggest the need for tailored marketing strategies that emphasise practical benefits and trustworthy information to effectively promote sustainable practices. This research underscores the importance of clear and credible marketing communications in fostering sustainable consumer behaviour, particularly in regions where scepticism towards marketing claims is widespread.

1. Introduction

In recent years, the growing environmental challenges have led to sustainable consumption becoming an increasing focus of research and politics. Sustainable consumption encompasses behaviours that not only reduce the environmental impact, but also consider social and economic dimensions such as fair labour practices and resource equity. While the concept of green consumption, which focuses primarily on environmentally friendly products, has gained traction, sustainable consumption offers a more comprehensive approach that incorporates both environmental and socio-economic concerns [1]. This distinction is crucial, as an understanding of the broader spectrum of sustainable consumption can provide more effective strategies for promoting long-term behavioural change among consumers.

Despite the growing global awareness of environmental sustainability, there is a persistent and well-documented discrepancy between consumers’ pro-environmental attitudes and their actual purchasing behaviour, commonly referred to as the attitude–behaviour gap. While this phenomenon has been extensively studied in previous research, much of the literature is characterised by a focus on isolated variables such as individual psychological determinants [2,3,4], social determinants [5], and the effectiveness of specific marketing strategies [6,7]. This reductionist approach fails to account for the multiple and interdependent determinants that influence consumer behaviour, particularly the crucial role of social influences. Furthermore, the current literature focuses predominantly on Western contexts, leading to a significant geographical and cultural bias that limits the generalisability of the results. Consumer behaviour in Eastern European countries, where socio-economic conditions, cultural values, and social norms differ significantly from those in Western societies [8], has not yet been sufficiently researched. Slovenia serves as a compelling case study for understanding sustainable consumer behaviour in Eastern Europe due to its unique yet representative socio-economic and cultural profile [9]. As a former socialist state that has made the transition to a market economy, Slovenia shares many historical and developmental similarities with other Eastern European countries. These include the legacy of centralised planning, the challenges of economic transition, and the ongoing process of integration into broader European and global markets. In addition, Slovenia’s manageable size and diverse demographics make it an ideal microcosm for analysing broader regional trends [10]. Slovenia’s sustainable development, environmental policy, and consumer behaviour reflect the general challenges and opportunities that Eastern European countries face when it comes to balancing economic growth and sustainability [11]. Therefore, this study of Slovenia provides not only valuable insights into the specific dynamics at play in this country but also a relevant benchmark for understanding and addressing similar issues across the Eastern European region [12]. This gap in the literature underscores the need for comprehensive research that not only incorporates psychological, marketing, and social dimensions, but also considers the unique contextual determinants that influence consumer behaviour in these regions.

This study attempts to fill this research gap by examining how marketing communication, psychological determinants, and social influences interact to shape sustainable consumer behaviour in Slovenia. While marketing theories provide insights into the impact of communication strategies on consumer choices, psychological theories help explain the internal motivations and attitudes that drive behaviour, and sociological perspectives shed light on the role of social influences and norms [13]. By examining these determinants in an integrated manner, this study aims to provide a more holistic understanding of the drivers of sustainable consumption and provide insights that are not only theoretically significant but also practically applicable for marketers and policymakers. Theoretical models such as the Theory of Planned Behaviour (TPB) assume that behaviour is influenced by attitudes, subjective norms, and perceived behavioural control [14]. This study extends these models by including additional variables related to marketing communication and social determinants, allowing for a more nuanced examination of how these elements interact to influence consumer decisions.

The investigation of the motives and determinants driving sustainable behaviour has been a key concern of social science research since the 1970s. The insights derived from it are crucial for policymakers, decision makers, and researchers seeking behaviour-based solutions to environmental challenges. Despite this extensive research, a common limitation is the narrow focus on specific types of determinants. Given the complex and interdependent nature of these determinants, there is a pressing need for an interdisciplinary approach to comprehensively understand what influences (un)sustainable consumer behaviour. Therefore, this study proposes the following hypotheses regarding the determinants driving pro-environmental behaviour.

This study addresses a significant research gap by examining the interdisciplinary impact of marketing communication, lifestyle, psychological, and social determinants and attitudes towards SDGs on the discrepancy between attitudes and sustainable behaviours among Slovenian consumers, who are typical of eastern European society. This study emphasises the potential of marketing communication to foster sustainable behaviour through effective strategies, promote sustainable lifestyles, and alter consumer habits. It clarifies the influence of these key determinants on the sustainable behaviours of Slovenian consumers and how SDG-related marketing communication affects behaviour across socio-demographic groups.

The findings of this study are expected to contribute to the international literature by filling a crucial gap in the understanding of the determinants of sustainable behaviour in Eastern European contexts. Furthermore, the insights gained can serve as a benchmark for similar emerging economies and provide valuable implications for global strategies to promote sustainability.

The structure of this manuscript is as follows. In the second section, we provide relevant literature review and develop the research hypotheses. We then present the research design, data collection procedure, and methods used in the empirical investigation. The fourth section offers the results of the empirical analysis and discusses the implications. The last section concludes with practical implications and suggestions for future research.

2. Literature Review

2.1. Exploring the Green Attitude–Behaviour Gap in Sustainable Consumption

In recent years, research in the fields of sustainable consumption and green consumption has increased significantly. Although the terms “green consumption” and “sustainable consumption” are often used interchangeably, they are related but different. Green consumption refers specifically to the selection of products that have a lower environmental impact, such as products made from recycled materials or products with minimal packaging, with the aim of reducing the exploitation of resources, waste, and pollution [15]. Sustainable consumption, on the other hand, involves a broader approach that considers not only environmental concerns but also social and economic aspects [16]. This broader approach includes considerations such as product life cycle management, fair labour practices, and the long-term sustainability of resources. While green consumption is one component of sustainable consumption, the latter is a more holistic framework that incorporates ethical, social, and economic considerations into consumption practices [17]. This study focusses on sustainable consumption and examines how determinants such as marketing communication influence the adoption of behaviours that are environmentally and socially responsible.

Today, environmental concerns have become significant, and many people are willing to change their purchasing habits and buy more environmentally friendly and sustainable products [18]. However, numerous surveys and polls conducted in Slovenia, the EU, and across the globe have revealed a discrepancy between what consumers claim and what they do in terms of sustainable practices [19,20,21]. This discrepancy between consumers’ concerns about ecological issues and their behaviours to promote environmental sustainability is widely known as the “green attitude–behaviour gap” [22]. When there is an inconsistency between attitudes and behaviours, people tend to justify their inaction by invoking opposing social and moral norms [23]. According to theory of reasoned action (TRA) by Ajzen and Fishbein [24], an individual’s behaviour is determined by their intention to engage in the behaviour, which is influenced by their attitude towards the behaviour and subjective norms. Numerous studies have extended the TRA and its later development—the theory of planned behaviour (TPB) [25]—to investigate the determinants that influence the gap between green attitudes, intentions, and behaviours.

The discrepancy between consumers’ positive attitudes towards environmentally friendly products and their purchasing behaviours is determined by a combination of external and internal determinants [26,27,28]. External determinants such as the availability, visibility, pricing, and marketing of green products play a crucial role. Green products are often perceived as more expensive, less convenient or less effective than conventional products, which discourages green purchases despite positive attitudes [29]. Furthermore, the lack of consistent labelling and credible certification can lead consumers to be sceptical about green products’ authenticity and effectiveness, further widening the gap between attitudes and behaviours [26,27,28]. Marketing strategies also play a key part. Effective marketing can enhance the perceived value and effectiveness of green products, thereby influencing purchasing decisions [29].

Internal determinants, including personal values, beliefs, and environmental awareness, also contribute to the attitude–behaviour gap. The theory of planned behaviour suggests that an individual’s intention to perform a behaviour—in this case, purchasing green products—is led by their attitudes, subjective norms, and perceived behavioural control [26,27,28]. However, even with positive attitudes towards sustainability, perceived behavioural control issues, such as doubts about the efficacy and authenticity of green products, can hinder purchasing behaviour. Inconsistencies in labelling and certification standards exacerbate this issue. Consumers may question the credibility of green claims, leading to scepticism and a reluctance to purchase. Studies have shown that clear and credible labelling can enhance consumer trust and purchasing decisions [26,27,28]. The lack of standardised and transparent labelling undermines consumer confidence and contributes to the discrepancy between attitudes and behaviours. Therefore, the following research hypothesis is proposed:

H₁. 

There is a positive correlation between consumers’ attitudes towards sustainable development goals and their behaviours.

2.2. Psychological Determinants

Psychological determinants such as perceived consumer effectiveness (PCE), personal values, and emotional responses significantly influence purchasing behaviour. PCE, i.e., the conviction that one’s actions can contribute to improving the environment, is a decisive determinant. Consumers with high PCE are more likely to turn their positive attitudes into environmentally friendly purchasing behaviours [30]. Conversely, consumers with low PCE may have doubts about the impacts of their actions; therefore, they may feel less motivated to act in accordance with their green attitudes.

Personal values, such as environmental awareness, ethical beliefs, and a sense of moral obligation, may also promote or hinder green purchasing behaviour. People for whom environmental sustainability is a core value generally align their purchasing behaviours with their attitudes more consistently [31]. However, even among these people, habitual behaviours and ingrained consumption patterns can lead to inertia that perpetuates the gap between attitudes and actions. Emotional reactions also play a significant role. Feelings of guilt or pride associated with environmentally friendly or environmentally unfriendly purchases can bring about changes in behaviours. For example, consumers who feel guilty about the environmental impacts of their purchases may be more inclined to choose green products to alleviate this negative feeling [32].

Previous research indicates that environmental values and principles significantly influence sustainable behaviour [2,3,4]. Individuals with strong environmental attitudes tend to feel greater moral obligations to engage in sustainable practices. Recognising the problem of excessive consumption and the need for change is the initial step towards accepting this need. Guan et al. [33] have suggested that enhancing public awareness is crucial for individual involvement, but it is essential to investigate the determinants that foster a supportive attitude towards sustainable development goals (SDGs). Although there is extensive research on public attitudes towards SDGs, there is a lack of studies on the determinants influencing these attitudes and the causal mechanisms affecting them, as well as on their impact on consumer behaviour. Numerous studies have demonstrated that many consumers still lack adequate awareness and knowledge of sustainable development [34,35,36]. Therefore, assessing the level of this knowledge among citizens is important. The following hypothesis is proposed, examining the internal psychological drivers of sustainable behaviour, including the belief in the effectiveness of one’s actions, the alignment of personal values with sustainability, and the integration of relevant knowledge [2,3,4,34,35,36]:

H₂. 

Psychological determinants positively influence the adoption of sustainable behaviour.

2.3. Marketing Communication

Many studies have emphasised that marketing communication plays an important part in changing unsustainable consumption dynamics as it can encourage consumers to buy products that do not burden the environment [37,38,39,40,41,42,43,44]. It can also direct their attention to the positive consequences of their purchasing behaviours for themselves and nature [6,7]. However, there is insufficient empirical evidence regarding which dimensions of marketing communication most effectively induce behavioural changes that favour sustainability. Based on the gaps identified in the literature, the proposed hypothesis focuses specifically on the role that marketing strategies, such as advertisement attractiveness, information clarity, and credibility, play in encouraging sustainable consumer behaviour:

H₃. 

Marketing communication positively influences the adoption of sustainable behaviour.

Socio-demographic variables, including gender, age, education, and income, are frequently examined for their influence on sustainable consumer behaviour. However, the findings are inconsistent, which makes it challenging to determine which personal characteristics are most indicative of sustainably oriented consumers. In general, most research indicates that younger women with a stable financial situation are more inclined towards sustainable consumption [45,46].

2.4. Lifestyle

According to Sörqvist [47], to ensure a sustainable future, the influence of habit and lifestyle on consumer behaviour must be comprehensively examined. This aspect is frequently overlooked in studies of environmentally oriented behaviour. Past behaviours serve as robust predictors of future actions, which presents a challenge for sustainability efforts given that many past behaviours have contributed to society’s current unsustainable trajectory [48,49,50,51,52,53]. Therefore, it is imperative to investigate the impacts of consumer habits on sustainable behaviours. At present, there is a paucity of studies addressing this topic. This study aimed to address this significant research gap. Therefore, our fourth hypothesis isolates the impact of lifestyle-related determinants, such as habitual behaviours and consumption patterns on sustainable behaviour to explore whether these determinants promote or inhibit sustainability in consumer choices:

H₄. 

Lifestyle determinants positively influence the adoption of sustainable behaviour.

2.5. Social Determinants

In addition to the previously discussed determinants, consumer behaviour is significantly influenced by social determinants, including reference groups and family dynamics. These elements are intrinsically linked to social norms, which represent an individual’s perception of others’ opinions regarding a specific behaviour or the perceived social pressure to engage in or refrain from a particular action. Individuals have an inherent need to connect with others and behave in ways that foster positive self-perceptions. By adhering to social norms, individuals strive to generate these positive feelings [15,54,55,56,57,58,59,60,61]. Our fifth hypothesis addresses the role of social dynamics, such as the influence of family, friends, and societal expectations, in shaping sustainable consumer behaviour:

H₅. 

Social determinants positively influence the adoption of sustainable behaviour.

2.6. Research Framework

Figure 1 illustrates the theoretical model that served as the foundation for this study. This model was developed based on an extensive review of the literature and encapsulates the hypothesised relationships between the key determinants—marketing communication, lifestyle, psychological, and social determinants—and sustainable consumer behaviour. This conceptual framework was used as a starting point before the data analysis was conducted. It outlines the expected pathways and relationships that were subsequently tested through empirical methods. The arrows in the model indicate the hypothesised directions of influence, which were derived from existing theories and previous research in the fields of marketing, psychology, and sociology.

The results of the following analysis provided insights into the actual dynamics between these determinants, allowing us to assess the validity of the initial hypotheses and to understand the interplay between different determinants of sustainable behaviour.

3. Materials and Methods

The research was conducted using a quantitative causal research design, aimed at exploring the relationships between marketing communication, lifestyle, psychological, and social determinants in influencing consumers’ sustainable behaviours. Data were collected using a self-administered online questionnaire distributed to the Slovenian consumers from January to March 2024.

3.1. Sample

The research was conducted in Slovenia, an Eastern European country with distinct socio-economic and cultural characteristics that provide a contrasting context to Western-orientated studies on sustainable consumer behaviour. As a region that is still progressing in terms of sustainable practices, Slovenia offers a unique opportunity to examine these determinants in a less developed sustainability context. Slovenia’s commitment to sustainable development and its diverse consumer base increases the relevance of these findings for similar emerging economies. By examining this context, this study contributes to filling this gap, providing insights that are applicable to other transitional economies and emerging markets globally.

Quota sampling was employed to ensure that the sample’s age, gender, and place of residence matched the demographic structure of the Slovenian population. This study enrolled 502 participants.

Table 1. Socio-demographic characteristics of the sample (N = 502).

Attribute	Category	Share of Total Respondents (%)
Gender	Male	52.1
	Female	47.9
Age	18–24	10.6
	25–34	18.5
	35–44	23.4
	45–54	22.9
	≥55	24.7
Highest education level	Primary school or below	1.7
	Secondary school	10.8
	College degree	43.9
	Undergraduate degree	37.2
	Master’s degree/specialisation	3.9
	Doctoral degree	2.4
Monthly net income (EUR)	<500	5.8
	500–999	11.1
	1000–1999	32.2
	2000–2999	22.1
	3000–3999	7.3
	>4000	6.2
	I do not want to answer	15.1

shows the sample’s socio-demographic characteristics.

3.2. Data Collection

The instrument used for this study was a structured questionnaire designed to measure various determinants influencing sustainable consumer behaviour. The questionnaire was developed based on an extensive review of the existing literature and established scales to ensure that it accurately captured the constructs of interest. Since there is no structured questionnaire that would investigate the above-mentioned problem to the desired extent, the content validity of the instrument is ensured by a meaningful combination of standardised questionnaires already in use in the respective research area, which makes it possible to include those determinants and characteristics of determinants that measure the constructs under investigation well when developing measurement instruments. The questionnaire was divided into seven sections, each addressing different aspects of the research model: demographic information, knowledge, psychological determinants, social determinants, lifestyle, marketing communication, and sustainable behaviour.

The socio-demographic determinants included basic participant information, such as age, gender, education and income, which provided insights into how these characteristics influence sustainable behaviour.

In the first question, respondents were asked to identify which items they believed accurately reflected the SDGs, thereby enabling an assessment of their knowledge level concerning the SDGs. Respondents were asked to select all items they deemed correct, with the question presenting a total of seven items—five of which were accurate, while two were intentionally incorrect. The questionnaire proceeds with an item assessing respondents’ attitudes toward the Sustainable Development Goals (SDGs). Participants were asked to indicate their level of support using a 5-point Likert scale, ranging from 1 (“do not support at all”) to 5 (“strongly support”). The respondent’s knowledge questions and attitude towards SDGs were adopted from Guan et al. [33].

The second section of the questionnaire addressed psychological determinants focused on individual personality traits, values, and beliefs, which can affect decision making and behaviours pertaining to sustainability. This section comprised seven items, addressing constructs such as the perceived importance of sustainable development [62], moral obligation, perceived consumer effectiveness (PCE)—which assesses the perceived impact of one’s personal actions—environmental responsibility, and the consumer’s role in sustainability. Additionally, it included measures of positive self-perception derived from engaging in sustainable actions, as well as the positive emotions associated with making sustainable choices [63,64].

The third section examined social influences, consisting of four items that assessed the impact of societal expectations [5], the opinions of family and friends, perceived social norms, and societal pressure [64] on consumption behaviours. These items were designed to gauge the extent to which respondents perceive their consumption decisions to be influenced by their social environment.

The fourth section addressed the lifestyle determinant, which in this study comprises two key items: sustainable orientation self-assessment and behaviour based on habits [47]. Both items were rated on a 5-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree).

The fifth section addressed the role of marketing communication in shaping sustainable behaviour. This section included eight items assessing respondents’ perceptions of product sustainability information [65,66], the sufficiency of information received through marketing channels [66], the communication of the consequences and benefits of sustainable behaviour [36,67], the emotional impact—both positive and negative—on decision making [68], the appeal of advertisements [66], and trust in advertising [65]. Each item was rated on a 5-point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree).

The dependent variable in this study was sustainable behaviour, operationalised through a series of items measuring respondents’ self-reported sustainable practices. This section included six items related to behaviours such as considering sustainability in purchasing decisions, prioritising environmental impact, examining labels for environmental friendliness, purchasing recycled products, and expressing a preference for sustainable products. These items were adapted from validated scales in prior research [69], and responses were captured on a 5-point Likert scale, where 1 represented “strongly disagree” and 5 represented “strongly agree”. The selected items were designed to comprehensively capture a range of sustainability-related behaviours, including purchasing habits, attention to product details (e.g., labels), and broader environmental considerations.

3.3. Data Validation

Before administering the questionnaire, a pilot test was conducted with 50 participants to ensure clarity and relevance of the questions. The feedback from the pilot was used to refine the questionnaire.

Cronbach’s α was used to calculate the internal-consistency coefficients of the questionnaire items. The reliability analysis of the constructs yielded Cronbach’s alpha values of 0.722 for the psychological construct, 0.772 for the social construct, 0.727 for the marketing communication construct, and 0.786 for the sustainable behaviour construct. These values demonstrate satisfactory internal consistency across the items within each construct.

To further assess the internal consistency of the scale, an item–total correlation analysis was conducted for each item within the respective constructs. The corrected item–total correlations ranged from 0.443 to 0.515 for the psychological determinant items, from 0.390 to 0.635 for the social determinant items, from 0.312 to 0.583 for the marketing communication items, and from 0.629 to 0.682 for the sustainable behaviour items. These values suggest that each item demonstrates an adequate contribution to its respective construct, thereby supporting the internal consistency and reliability of the measurement scale.

A factor analysis was used for data reduction. We employed the principal component approach, using a correlation matrix as the input. An exploratory factor analysis (EFA) was conducted to assess the construct validity of the sustainability behaviour items. The Kaiser–Meyer–Olkin statistic (KMO) measure was 0.856, and Bartlett’s test of sphericity was significant (p < 0.001), indicating that the data were suitable for factor analysis. Based on the results of the component matrix, with a cumulative percentage of variance in amount of 52.77%, we defined one dimension of sustainable behaviour, which was used for further analysis. The factor loadings between each item and the extracted components are presented in the component matrix shown in

Table 2. Self-assessment of the sustainable behaviours of Slovenian consumers.

Sustainable Behaviour	f (%)					μ	σ	N 1	Component Matrix
	1	2	3	4	5
In most of my decisions as a consumer, I consider the impact of my actions on sustainability.	1.5	8.6	33.6	42.5	13.9	3.59	0.8855	495	0.824
It is important to me that the service/product I use does not harm the environment or is sustainable.	0.9	4.6	23.4	50.3	20.8	3.85	0.8295	492	0.791
I regularly read labels and check whether the content is environmentally friendly.	5.5	15.3	36.1	29.9	13.1	3.30	1.054	491	0.790
I regularly buy products that are made with or packaged in recycled materials.	1.8	10.9	36.8	35.9	14.5	3.50	0.9325	494	0.774
If I have a choice, I prefer to choose a product that is sustainable.	1.9	3.2	18.2	50.5	26.2	3.96	0.8621	491	0.796
I recycle/reuse products, if possible.	1.0	8.2	25.2	49.0	16.6	3.72	0.8716	502	0.072

¹ When calculating the mean value, the answer “not relevant to me” was not considered.

.

3.4. Data Analysis

Descriptive statistics were first computed to summarise the demographic characteristics of the sample and the responses to key variables. The normality of the data distribution was tested using the Shapiro–Wilk test. Due to an abnormal data distribution (p < 0.05), non-parametric tests were used for further calculations.

To determine which Slovenian consumers behaved more sustainably based on socio-demographic characteristics, the Mann–Whitney U test was used. To determine the influence of marketing communication, lifestyle, psychological, and social determinants on sustainable consumer behaviour, a multiple linear regression analysis was conducted. The dependent variable in this analysis was the factor variable “sustainable behaviour”, while the independent variables consisted of 22 items described above. Statistical significance was set at p < 0.05.

4. Results

The findings indicate that 76.7% of Slovenian consumers preferred sustainable products over conventional ones. For over 70% of consumers, the sustainability or environmental friendliness of a product or service was very important. More than half of the consumers recycled or reused goods (65.6%), considered sustainability in their purchasing decisions (56.4%), and regularly bought products packaged in recycled materials (50.4%). However, only 43% of the respondents consistently read labels to check for environmentally friendly content (Table 2).

The analysis revealed that women generally exhibited greater sustainable behaviours than men across all the measured aspects (μ_(rank)F > μ_(rank)M; p < 0.05), except for recycling and reusing products, where no significant gender difference was observed. Individuals aged 35 or older prioritised product sustainability more and were more likely to read labels compared to those aged under 35. Conversely, people under 35 relied more on routines and habits. No significant differences in the self-assessment of sustainable behaviours were found based on education or income level.

The statistical analysis found a weak positive correlation (0.20 < ρ < 0.39) between consumers’ attitudes towards SDGs and their behaviours (

Table 3. Correlation between consumer attitudes towards SDGs and sustainable behaviours.

		Attitude towards SGDs
Sustainable behaviour	Correlation coefficient (ρ)	0.384 ***
	p value	0.000

*** p < 0.001.

). This confirms the first hypothesis.

A regression analysis was conducted to investigate the relationships between marketing communication, lifestyle, psychological, and social determinants, and sustainable behaviours. According to the F-test (p < 0.05), the regression model was statistically significant, with an R² of 0.293 and a moderate correlation (R = 0.552) among the variables. Among 22 included variables in the model, only eight proved to be statistically significant (

Table 4. Impact of determinants on sustainable behaviour.

	Unstandardised Coefficients		Standardised Coefficients
Model	B	Std Error	β	t	p
Constant	−3.418	0.319		−10.727	0.000 ***
Sustainability as a value	0.298	0.058	0.233	5.124	0.000 ***
Level of information	0.089	0.029	0.114	3.021	0.003 **
Behaviour based on habits	−0.094	0.047	−0.076	−2.006	0.045 *
Advertisement attractiveness	0.067	0.037	0.072	1.796	0.043 *
Opinions of family and friends	0.100	0.047	0.103	2.115	0.035 *
Opinions of others	0.134	0.045	0.138	2.956	0.003 **
Society’s expectations	0.119	0.054	0.099	2.202	0.028 *
Attitudes towards SDGs	0.241	0.066	0.171	3.679	0.000 ***

*** p < 0.001; ** p < 0.01; * p < 0.05.

). The standardised coefficients show that higher psychological determinants (sustainability as a personal value), social determinants (the influence of family and friends, opinion of others in society and social expectations), marketing communication determinants (the level of information and the attractiveness of advertising), and positive attitudes towards SDGs were associated with increased sustainable behaviours (p < 0.05). The following results confirm hypothesis H₂, H₃, and H₅, while H₄ is rejected since lifestyle (consumption habits) influences negatively on sustainable behaviour.

To evaluate the impact of marketing communication on sustainable behaviour among men and women, a multiple-regression analysis was conducted (

Table 5. Impact of marketing communication on sustainable behaviour by gender.

			Unstandardised Coefficients		Standardised Coefficients
	R2	Model	B	Std Error	β	t	p
Men	0.189	Constant	−2.337	0.294		−7.942	0.000 ***
		Information about the sustainability of the product/service	0.242	0.074	0.197	3.257	0.001 ***
		Advertisement attractiveness	0.240	0.060	0.251	3.973	0.000 ***
		Trust in sustainable advertising	0.144	0.065	0.137	2.234	0.026 *
Women	0.161	Constant	−2.971	0.528		−5.631	0.000 ***
		Information about the sustainability of the product/service	0.222	0.109	0.158	2.040	0.042 *
		Communicating the consequences of unsustainable behaviours	0.277	0.100	0.215	2.784	0.006 **
		Level of information	0.166	0.045	0.220	3.706	0.000 ***
		Misleading advertising	0.153	0.079	0.115	1.932	0.050 *

*** p < 0.001; ** p < 0.01; * p < 0.05.

). The results indicate that men were more influenced by marketing communication than women. Specifically, men responded to information regarding the sustainability of projects or services, the attractiveness of advertisements and trust in the claims of sustainable advertising. Conversely, women were primarily influenced by information about the consequences of unsustainable behaviours, followed by details on the sustainability of specific products, general sustainability information, and a belief that general advertising misleads consumers.

The results of the regression analysis (

Table 6. Impact of marketing communication on sustainable behaviour by age.

			Unstandardised Coefficients		Standardised Coefficients
	R2	Model	B	Std Error	β	t	p
<35 years	0.112	Constant	−2.527	0.544		−4.647	0.000 ***
		Information about the sustainability of the product/service	0.233	0.127	0.168	1.837	0.048 *
		Communicating the consequences of unsustainable behaviours	0.236	0.123	0.171	1.914	0.048 *
		Advertisement attractiveness	0.175	0.080	0.176	2.200	0.029 *
≥35 years	0.175	Constant	−2.377	0.274		−8.664	0.000 ***
		Information about the sustainability of the product/service	0.223	0.087	0.180	2.577	0.010 **
		Communicating the consequences of unsustainable behaviours	0.201	0.079	0.174	2.546	0.011 *
		Level of information	0.082	0.037	0.107	2.202	0.028 *
		Advertisement attractiveness	0.154	0.046	0.168	3.365	0.001 ***

*** p < 0.001; ** p < 0.01; * p < 0.05.

) indicate that the respondents aged 35 or older were more influenced by marketing communication elements than those aged under 35. Both age groups were affected by information on the sustainability of products/services, the consequences of unsustainable behaviours and the attractiveness of advertisements. Furthermore, sustainable behaviours in individuals aged 35 or older were significantly influenced by the overall level of information they received.

The results shown in

Table 7. Impact of marketing communication on sustainable behaviour by level of education.

			Unstandardised Coefficients		Standardised Coefficients
	R2	Model	B	Std Error	β	t	p
Lower education	0.489	Constant	−4.827	0.630		−7.660	0.000 ***
		Information about the sustainability of the product/service	0.396	0.152	0.273	2.603	0.012 *
		Level of information	0.171	0.089	0.177	1.918	0.050 *
		Advertisement attractiveness	0.311	0.173	0.225	1.800	0.047 *
		Positive emotions in advertisements	0.265	0.119	0.238	2.219	0.031 *
		Trust in sustainable advertising	0.246	0.137	0.194	1.787	0.049 *
Higher education	0.136	Constant	−2.233	0.266		−8.386	0.000 ***
		Information about the sustainability of the product/service	0.182	0.074	0.145	2.469	0.014 **
		Communicating the consequences of unsustainable behaviours	0.233	0.067	0.199	3.453	0.001 ***
		Level of information	0.069	0.034	0.091	2.053	0.041 *
		Advertisement attractiveness	0.121	0.041	0.136	2.974	0.003 **

*** p < 0.001; ** p < 0.01; * p < 0.05.

indicate that the respondents with lower education levels were significantly more influenced by marketing communication determinants than those with higher education levels. Both groups were affected by information about product or service sustainability, the general information received on sustainability and advertisement attractiveness. However, the lower-educated group was also influenced by positive emotions in advertisements and their trust in sustainable marketing.

The findings of the regression analysis shown in

Table 8. Impact of marketing communication on sustainable behaviour by household income.

			Unstandardised Coefficients		Standardised Coefficients
	R2	Model	B	Std Error	β	t	p
Lower income	0.246	Constant	−3.221	0.297		−10.840	0.000 ***
		Information about the sustainability of the product/service	0.274	0.079	0.206	3.481	0.001 ***
		Communicating the consequences of unsustainable behaviours	0.348	0.074	0.271	4.721	0.000 ***
		Level of information	0.101	0.036	0.130	2.815	0.005 **
		Advertisement attractiveness	0.144	0.046	0.151	3.157	0.002 **

Note: Higher-income R² = 0.000 (no influence); *** p < 0.001; ** p < 0.01.

reveal that marketing communication impacted only lower-income consumers, with no significant effect on higher-income ones. Specifically, lower-income consumers were primarily influenced by information on the consequences of unsustainable behaviours and the sustainability of products/services. Secondary influences included advertisement attractiveness and general information about SDGs.

5. Discussion

This study fills an important research gap by investigating the relationship between attitudes and sustainable behaviour among Slovenian consumers who are representative of the Eastern European population. This relationship is often debated in the literature [4,5,6]. Some authors have reported a negative correlation or a gap between the willingness to act sustainably and actual behaviours [69,70,71,72,73]. In contrast, others have found a positive correlation [74,75,76], which aligns with our findings and supports the first hypothesis. The results demonstrate a weak positive correlation between attitudes and sustainable behaviour. The reason for this is that, as Schiffman and Wisenblit [77] have shown, attitudes usually have an impact on behaviour by generating inclinations to act in particular ways towards their objects. Considering that Slovenian consumers generally have a positive attitude towards the SDGs [19], this inclination likely encourages sustainable behaviour, even if the correlation remains modest. However, the modest strength of the correlation suggests that while positive attitudes may encourage sustainable actions, other factors, such as perceived social norms [64], accessibility of sustainable options, economic considerations [11,13,17], and habitual behaviours [47,48,49,50,51,52,53], could also significantly influence actual behaviour. This nuanced relationship highlights the complexity of translating attitudes into consistent sustainable practices, as these additional factors may either reinforce or undermine the impact of positive attitudes on sustainable behaviour.

One of the key and unexpected findings of this study reveals that the various aspects of marketing communication influence sustainable consumer behaviour in diverse and surprising ways. While previous research suggests that the attractiveness of advertising is the most important determinant in consumer decision making [38,78,79], our results show that the provision of detailed information plays a more central role in purchase decisions. This suggests that consumers place more value on information that enables them to make informed decisions about products than on the visual appeal of advertisements alone, which is important but not the decisive factor [80]. This result is surprising, as most studies emphasise the great influence of visual elements on consumer appeal, especially for the younger population [81,82,83,84,85]. While the visual appeal of an advertisement is an important factor, the information content—consisting of product specifics, benefits, and features—proves to be a more crucial element in consumers’ purchasing decisions [38,79]. Consequently, the results suggest that consumers are more likely to make a purchase if the advertisement conveys clear and relevant information than if it relies primarily on its visual appeal. One possible explanation for this finding, especially within the context of sustainable behaviour, posits that consumers are progressively seeking advertisements that deliver comprehensive and credible information to substantiate their decision making. When it comes to sustainability, consumers tend to prioritise ethical considerations, environmental impact, and long-term benefits over mere aesthetics [86]. When advertisements focus on providing clear, detailed information about the sustainability aspects of a product—such as eco-friendly materials, ethical sourcing, or carbon footprint reduction—they inspire consumers’ desire to consume responsibly. This deeper cognitive engagement leads to more informed and conscientious purchasing decisions [87,88], where the value of the product’s sustainability credentials outweighs the influence of visual appeal. Thus, in the context of promoting sustainable behaviour, the information content of advertising becomes even more important as it aligns with consumers’ values and commitment to environmentally conscious choices. Another possible explanation is the role of the trust in marketing claims, which, via our analysis, was found to have no statistically significant influence. This could indicate that consumers either already possess certain levels of trust [89,90] or are more focused on the concrete information and emotional values conveyed by advertisements [2]. This could be particularly important in Slovenia and similar Eastern European countries, where there is a general scepticism and low level of trust in marketing claims [91,92,93]. Historical and cultural determinants may contribute to pervasive scepticism, which leads consumers to rely on verifiable and concrete information when making purchasing decisions. This general distrust may stem from past experiences or a cultural disposition towards cynicism concerning marketing and advertising [91]. These results highlight the need for marketing strategies to focus on delivering clear and useful information to encourage sustainable consumer behaviour, especially in environments where there is a general distrust of marketing claims. Whilst the appeal of advertising can play a complementary role, the provision of trustworthy information is of paramount importance.

The present study highlights a notable and significantly negative relationship between lifestyle, particularly smoking behaviour, and sustainable consumption. This finding is particularly striking because it contrasts with most existing studies [48,49,50,51,52,53], which often suggest that lifestyle choices and behaviours, including health-conscious ones, are positively associated with sustainable consumption. In other words, while most research suggests that individuals who adopt certain lifestyle practices are more likely to engage in sustainable consumption, our study reveals that those with smoking habits are less likely to do so. This unexpected result suggests that smoking behaviour may reflect a broader pattern of disengagement from sustainability practices, possibly due to differing values, priorities, and attitudes towards health and environmental issues [92]. This contrast with previous research underscores the complexity of the relationship between personal habits and sustainable consumption, indicating that not all lifestyle factors align with pro-environmental behaviours. In the context of Slovenia and Eastern Europe more broadly, the finding that lifestyle and smoking behaviour have a clear negative impact on sustainable consumption can be explained by certain cultural and historical factors. In this region, there is a long history of mistrust towards authorities and institutional practises, which may contribute to a general low level of trust in environmental campaigns and messages from governments or companies [91,93]. Smoking as part of a particular lifestyle could indicate a broader level of disinterest or disregard for healthy lifestyles and sustainable practises [91,93]. Furthermore, cultural norms and beliefs that are deeply ingrained in this region may not associate personal habits such as smoking with broader sustainability goals. As a result, individuals who engage in such lifestyles may be less inclined to adopt sustainable consumption behaviours, which is reflected in their actions [92]. This finding contrasts with research in Western countries, where a healthy lifestyle, such as not smoking, is often closely associated with sustainable behaviours. Therefore, this study emphasises the need for tailored sustainability communication strategies that consider the specific cultural and social characteristics of Eastern European countries.

Psychological determinants were the primary drivers of sustainable consumer behaviour, which is consistent with the findings of Maheshwari [2], Harring et al. [3], and Balderjahn and Hüttel [4], who found that such determinants were critical for supporting environmentally oriented policies. A person’s moral compass, including their values, principles, and beliefs, significantly influences their behaviours [94,95]. Although the literature suggests that awareness and knowledge of sustainability enhance decision making [96], our study found no direct impact of these determinants on sustainable behaviours. This aligns with Paço and Lavrador [97], who found that knowledge alone was insufficient to promote eco-friendly actions. Values and beliefs play a crucial role in this, as environmental knowledge impacts behaviour indirectly by fostering environmental attitudes [19,98].

Social determinants, including the influence of friends, family members, and key social groups, were found to significantly influence consumer behaviour in our sample. This finding is consistent with the general understanding that reference groups and social expectations play a crucial role in shaping sustainable behaviour [15,54,55,56,57,58,59,60,61,99]. The results suggest that people who are embedded in social networks that place a high value on sustainability are more likely to adopt and maintain environmentally conscious behaviour. These social influences reinforce the idea that consumer behaviour is not only a product of individual preferences but is also strongly guided by the norms and expectations of the surrounding social environment [15,54,55,56,57,58,59,60,61,99]. This emphasises the importance of the social environment for sustainable consumption. The behaviours and attitudes of one’s social environment can serve as strong motivators for sustainable practices.

The literature indicates that socio-demographic determinants such as gender, age, education, and income significantly impact consumer behaviour [61]. However, these effects are often contradictory. Some studies found significant differences in consumer characteristics [46,100], while others did not support such differences [101]. Regarding gender, most studies have suggested that women are more environmentally conscious and engage in sustainable behaviours more frequently than men [100], a finding we confirmed. Witek and Kuźniar [46] noted that women were more sensitive to environmental issues and displayed higher levels of altruism and empathy. Although studies of the impact of marketing communication on sustainable behaviour by gender are limited, the existing research indicates that women respond more positively to advertisements with environmental arguments [102]. In contrast, our study found that SDG-related marketing communication influenced men’s sustainable behaviours more than women’s. Male respondents relied more on trust, while the behaviours of female respondents were influenced by scepticism towards advertisements. Women believed that advertising often misled consumers. Consequently, marketing communication affected men’s behaviours more significantly, while information had a greater influence on women’s behaviours. This aligns with the findings of Do Paço and Reis [103], who found that environmentally conscious individuals tended to be more sceptical of green advertisements. Women based their sustainable-behaviour decisions on the cognitive cues in marketing messages, while men relied on heuristic dimensions, such as the credibility and attractiveness of the sender or the marketing claim.

In terms of age, our study found that marketing communication had a greater influence on consumers aged 35 years or older compared to younger consumers. Witek and Kuźniar [46] showed that consumers aged 18–24 were the least concerned about being perceived as environmentally friendly and were most sceptical about green products. Young consumers also expressed the greatest dissatisfaction with the promotion of sustainable products. Our results suggest that the average age of a green consumer is slightly older than that of a typical consumer.

Regarding education, several studies have indicated that individuals with higher education are more inclined towards sustainable behaviour than those with lower education [33,46,104]. Although our study did not find differences in behaviour based on the respondents’ education levels, higher education is usually associated with greater knowledge, which is reflected in consumer behaviour. Our results suggest that marketing communication concerning SDGs affected people with lower education more than it did those with higher education. Lower-educated consumers (high school level or lower) based their sustainable-behaviour decisions on advertisement attractiveness and trust, while more educated respondents were influenced by an awareness of the consequences of unsustainable behaviours and the information received. This may be explained by the fact that this demographic often relies on superficial cues and heuristic processing when evaluating marketing messages, which leads it to place a higher value on the presentation and perceived credibility of advertisements [105]. On the contrary, individuals with higher education levels are more likely to be influenced by a deeper understanding of the consequences of unsustainable behaviours. Their decisions are driven by cognitive processing, which involves critically analysing the information provided in advertisements. This group tends to prioritise factual content and the long-term impact of its actions over the immediate appeal of advertisements. This distinction can be explained by the elaboration-likelihood model of persuasion, which posits that individuals with higher ability, motivation, and education are more likely to engage in central-route processing, focusing on the content and quality of the arguments presented [106]. In contrast, those with lower ability, motivation, and education are more likely to engage in peripheral-route processing, relying on external cues such as the attractiveness and credibility of the source [107].

This study addressed the notable gap in the literature regarding the impact of marketing communication on sustainable consumer behaviour across different income levels. Previous studies documented a positive correlation between higher consumer income and sustainable behaviour [45,46,99]. However, our findings contradict this evidence. Our study found that marketing communication exerted no significant influence on the sustainable behaviours of respondents with high monthly household incomes. In contrast, marketing efforts had a considerable effect on consumers with lower incomes (under EUR 3000 per month). These consumers demonstrated increased sustainable behaviours when exposed to information about SDGs, general sustainability issues, and appealing advertisements. We may conclude that this demographic was more responsive to these messages due to their direct relevance to their daily lives and the engaging nature of well-crafted ads [108]. Consequently, tailored marketing strategies that emphasise the practical benefits and broader impact of sustainability can more effectively promote sustainable practices among lower-income consumers. These findings suggest that income level moderates the effectiveness of marketing communication in promoting sustainable practices, which highlights the need for personalised marketing approaches to effectively influence different socioeconomic groups.

This study has several substantial implications for marketers and the promotion of sustainability and SDGs. The conclusions drawn from the empirical analysis of the determinants of consumers’ sustainable behaviours provide valuable insights that can guide future marketing strategies. First, this study highlights the importance of personal values. To foster such values, marketing communication should address the emotional side of the consumer decision-making process. According to Maheshwari [2], the emotional domain is the key to raising awareness among people. Hence, it is reasonable to assume that advertising green products with emotional content that is in line with consumers’ personal values will be more successful than standard advertising. However, additional research is needed to better understand what contributes to the formation of stronger environmental values. Second, consumers are not aware of SDGs. More than three-quarters of the respondents had never heard of them or had insufficient knowledge of them. Some authors [109] have argued that governments should increase the provision of environmental education to the public and enhance people’s levels of environmental knowledge to (indirectly) encourage pro-environmental behaviours. Even though greater awareness and knowledge do not necessarily promote sustainable behaviour, they modify attitudes, which are positively correlated with behaviours [61]. Third, the social dimension—that is, the opinions of reference groups and societal expectations—emerged as an important determinant in this study. This implies that apart from highlighting environmental benefits, marketing strategies should emphasise that behaving sustainably can enhance one’s image. Highlighting a consumer’s social responsibility and their role in solving sustainability challenges could increase their pro-environmental behaviours. Fourth, marketers should be aware of the importance of trust. Individuals depend on the information provided by marketing communications, which requires consumers’ trust, especially in the case of high levels of uncertainty and low levels of knowledge, as is typical of the domain of environmental risks. The frequency of these communications should also be monitored because they may prove counterproductive. The growing number of sustainability claims in adverts may increase consumer scepticism.

The findings of this study have several key implications for marketing strategies aimed at promoting sustainability and SDGs. First, consumers’ emotional engagement is crucial for fostering sustainable behaviours. Marketing communications should emphasise emotional content that aligns with personal values, as this approach is more effective in raising awareness and encouraging sustainable actions compared to those with no emotional content. Second, the significant lack of awareness of SDGs among consumers highlights the need to strengthen environmental education and public-awareness campaigns. Increasing knowledge can modify attitudes and indirectly promote sustainable behaviours. Third, social influences, such as the opinions of reference groups and societal expectations, are important drivers of sustainable behaviour. Marketing strategies should highlight the social benefits of sustainable actions, thereby enhancing consumers’ social perceptions and image. Fourth, trust in marketing communications is essential. Consumers depend on credible information, especially in contexts characterised by high uncertainty, which is the case for environmental risks. Marketers must ensure the trustworthiness of their messages and avoid saturating consumers with sustainability claims to prevent increased scepticism. Thus, effective marketing strategies should integrate emotional engagement, educational efforts, social influences, and trust-building to promote sustainable consumer behaviour across different socioeconomic groups.

However, this study has limitations, including a reliance on self-reported data, a limited geographic scope, and potential cultural biases. While focusing on Slovenian consumers, further research in diverse contexts is needed to enhance generalizability. Additionally, a regression analysis may not fully capture the complexity of relationships among variables; thus, future studies should consider using structural equation modelling (SEM) to gain a more comprehensive understanding. Future research could build on this study by examining the role of digital marketing communications in promoting sustainable behaviour and using experimental designs to further investigate the causal mechanisms underlying these relationships. Such studies would provide deeper insights into the complexity of sustainable consumption and could enrich both academic theory and practical application.

6. Conclusions

This study contributes to the existing literature by integrating perspectives from marketing, psychology, and sociology to examine the determinants of sustainable behaviour among Eastern European consumers, a context that has been under-researched to date. By examining the interplay between marketing communication, lifestyle, psychological determinants, social influences, and attitudes towards the SDGs, this study addresses the persistent discrepancy between attitudes and behaviour in sustainable consumption. This study extends the theoretical understanding of the relationship between attitude and behaviour in the area of sustainability by finding a weak positive correlation between attitudes and sustainable behaviour. While attitudes do create a predisposition to act, the modest correlation suggests that other factors—such as social norms, the availability of sustainable options, economic considerations, and habitual behavioural also significantly influence behaviour. These findings highlight the complexity of translating positive attitudes into sustainable action and underscore the need for further research to investigate the interplay of these factors in shaping sustainable behaviour. The results show that while marketing communication is crucial, its impact is mediated to a considerable extent by these broader psychological and social contexts. An analysis of the marketing communication dimension showed that it had the greatest influence on men, consumers aged 35 years or more, and those with lower education and income, especially through the information received, trust and advertisement attractiveness. These results suggest the need for tailored marketing strategies that emphasise practical benefits and trustworthy information to effectively promote sustainable practices. They underscore the importance of clear and credible marketing communications in fostering sustainable consumer behaviour, particularly in regions where scepticism towards marketing claims is widespread. The differential impact of marketing on different income groups highlights the importance of targeted approaches and provides valuable insights for both marketers and policymakers. However, the fact that this study is based on self-reported data and is geographically limited shows that further research is needed. Future studies should use advanced methods such as structural equation modelling (SEM) and experimental designs to better understand the causal mechanisms of sustainable consumption, especially in digital marketing.