*2.3. Internal Motivations*

SCB is both a consumption choice and an expression of internal motivations in individual behavior [38], consisting of attitudes (AT), subjective norms (SN) and perceived behavior control (PBC) [18]. Internal motivations influence people's behavioral decisions when they are faced with multiple available choices. It is also the most profound and fundamental psychological source that determines an individual's behavior [39]. Therefore, how individuals practice SCB is closely related to their internal motivations [40].

#### 2.3.1. Attitude (AT)

Attitude is an essential internal motivational variable for SCB [41]. The sustainable consumption attitude refers to consumers' general and stable feeling or position toward SCB. The results of most empirical studies prove that a positive attitude has a facilitating effect on green product purchases [42], household recycling behavior [43], green transportation [44] and other SCB [45]. Based on the above discussion, the following hypotheses have been postulated:
