An analysis of sustainable consumption practices through the role of the consumer behavior in the circular economy

Abstract Sustainable consumption analyses the choice of products to address environmental issues. In recent years, the circular economy model () has offered strategies as possible solutions to address the growing demand for action on climate justice. The success of a business model depends on understanding the consumer's role. The power of individual consumer actions is vital for minimizing the adverse impacts of climate change. Although the effectiveness of in the business sector has been studied, the literature has ignored the role of consumers in sustainable consumption practices through. Thus, using a survey technique, this quantitative study analyzed part of the theoretical model of Mostaghel and Chirumalla to analyze how awareness and consumer attitude significantly impact purchase intention and ethical purchasing behavior. The data analyzed through PLS‐SEM reflected several theoretical implications in the forms of consumer behavior, a topic that has not been addressed in the literature.