Smoking kills you, littering butts damages others too: analysing sustainable consumer behaviour in the era of circular economy

Although litter prevention has environmental, social and economic benefits, cigarette butts are the most littered item on earth. While there has been vast research into the relationship between different factors affecting consumer behaviour, further research is needed to examine the antecedents of consumer sustainable behaviour. The aim of this study is to test the impact of feared self and landfill awareness on the sustainable behaviour of consumers using a structural equation modelling approach. Primary data of consumers are used to validate the hypothesised model. The findings highlight that feared self has a positive impact on the sustainable behaviour of consumers, while feared-self congruency and landfill awareness do not affect consumer sustainable behaviour. As for the implications, the results can support academics and strategic managers in the design process of sustainable consumer awareness programs to achieve environmental, social and economic benefits in the era of circular economy.