SUSTAINABLE CONSUMER ENGAGEMENT AS A CATALYST FOR BEHAVIORAL TRANSFORMATION: A CONCEPTUAL FRAMEWORK FOR RESPONSIBLE CONSUMPTION
  https://doi.org/10.65725/JCMCE/2/2/006
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE) 
ISSN: 3108-3501
Volume 2 Issue 2, APR-JUN 2026

Abstract:
Escalating environmental challenges and resource constraints have intensified the call for transformative shifts in consumption patterns. Although public awareness of sustainability issues has increased substantially, consistent pro-environmental behaviour remains limited. This disparity between stated intention and actual conduct underscores the need for mechanisms that move beyond informational campaigns. This conceptual study argues that sustainable consumer engagement functions as a catalytic process that stimulates behavioural transformation. Integrating insights from engagement theory and behavioural change models, the paper proposes that drivers such as transparency,  participatory digital interaction, value congruence, and community involvement operate through psychological mechanisms—namely trust, emotional commitment, and perceived consumer effectiveness—to generate responsible consumption outcomes. The framework contributes to sustainable marketing scholarship by linking engagement structures with measurable behavioural shifts and offers propositions for empirical validation..

Authors: Ms.D.Yamuna, Dr.G.Yamuna

Keywords: Sustainable Consumer Engagement; Behaviour Change; Responsible Consumption; Sustainable Marketing; Consumer Psychology