Understanding Pro-Ecological Consumer Purchase Intentions in India: A Comparative Study Using PLS-SEM and PLSc-SEM

Abstract

This study evaluates the comparative performance of Partial Least Squares Structural Equation Modeling (PLS-SEM) and Consistent PLS-SEM (PLSc-SEM) in modeling the drivers of pro-ecological consumer behavior. Using survey data from 370 respondents in Tamil Nadu, India, the research investigates a comprehensive behavioral model where psychological and informational factors specifically environmental awareness, consumer mindfulness, perceived consumer effectiveness, and eco-label trust influence pro-ecological actions, mediated by attitude and sustainable purchase intention. The analysis reveals that while both PLS-SEM and PLSc- produce structural outcomes that are directionally consistent, there are subtle differences in path strength and significance. PLSc-SEM delivers more conservative, theory-aligned estimates for reflective constructs, better suited for theory confirmation. In contrast, PLS-SEM provides greater variance explanation and predictive relevance, favouring predictive applications. The findings confirm that attitude and purchase intention act as vital psychological links, translating sustainability awareness into measurable behavioral outcomes. This research contributes to the theory and practice of responsible consumption by reinforcing the need for methodological transparency in behavioral modeling, thereby supporting the objectives of Sustainable Development Goal 12 (Responsible Consumption and Production).