Can Environmental Knowledge and Risk Perception Make a Difference? The Role of Environmental Concern and Pro-Environmental Behavior in Fostering Sustainable Consumption Behavior

Sustainable consumption is one of the goals ‘Sustainable Development Goals 2030′ set by United Nations. The study primarily interested in how sustainable behavior can be fostered through environmental knowledge, behaviors, and attitudes. For concern, role knowledge considered significant. Therefore, academia powered desire to impart environmentally friendly attitudes behaviors students for consumption. main purpose this was measure influence risk perceptions on concerns university students. Likewise, act as a moderator association between concern pro-environmental also taken into account. unit analysis enrolled universities China. Following deductive approach positivist paradigm, using SmartPLS, we deployed structural equation modelling (PLS-SEM) technique test relationships. results exhibited that are positively significantly related with concerns. Similarly, behavior. Environmental attitude appeared relationship theory planned supporting investigated model, thereby providing empirical evidence theory. provided important implications future directions.