Sustainability Information Processing Biases and Sustainable Consumption Behavior

Testing a Moderated Mediation Model

Authors

DOI:

https://doi.org/10.32674/wfw5c807

Keywords:

Cognitive biases, environmental knowledge, sustainability attitude, sustainability consumption behavior, sustainability information processing biases

Abstract

Sustainability information processing biases distort how people interpret sustainability information; however, research on how these biases influence sustainable consumption behavior remains limited. The study aims to examine how biases in the processing of sustainability information shape sustainable consumption attitudes and behaviors, using a moderated mediation approach.  This study adopted a post-positivist approach with purposive sampling. Structural equation modelling was used to examine the direct, indirect, and moderated mediation effects with data from a survey of 407 respondents.  The study revealed a significant positive influence of sustainability information processing biases on sustainability consumption attitude and behavior. Further, it revealed significant moderated mediation effects of sustainable consumption attitude and environmental knowledge, improving the effect of information processing biases on sustainable consumption behavior. Regarding cognitive bias theory and environmental behavior research, the study suggests that clear and credible sustainability communication helps consumers process environmental information effectively, thereby strengthening the sustainable attitude-behavior relationship.

Author Biographies

  • Prakash Kumar Gautam, Tribhuvan University, Nepal

    Prakash Kumar Gautam is serving in the Faculty of Management at Tribhuvan University. He has published scholarly work focusing on human capital development, training and motivation, organizational culture, innovative work behavior, entrepreneurship, and behavioral economics.

  • Prem Prasad Silwal, Kathmandu University, Nepal

    Prem Prasad Silwal specializes in management and finance. He serves in higher education leadership and contributes to research on corporate governance, firm performance, and innovation, while mentoring students and promoting academic excellence in Nepal.

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Published

2026-06-30

Issue

Vol. 5 No. 1 (2026): Journal of Innovation in Academia

Section

Research Articles

License

Copyright (c) 2026 Journal of Innovation in Academia

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How to Cite

Sustainability Information Processing Biases and Sustainable Consumption Behavior: Testing a Moderated Mediation Model. (2026). Journal of Innovation in Academia , 5(1), 47-67. https://doi.org/10.32674/wfw5c807