Abstract
<p>Sustainable consumption research often examines isolated behaviors, product categories, or consumption stages, limiting understanding of which behavioral drivers are generalizable and which are context specific. This study addresses this limitation by developing and empirically testing an extended Theory of Planned Behavior (TPB) framework across six sustainable consumption scenarios in the UAE: food purchase, food utilization, food disposal, clothing purchase, clothing utilization, and clothing disposal. Conceptually, the study also argues that extensions of established behavioral theories should be framed as context-sensitive extended models rather than generic “extended” models and therefore labels the proposed framework the Context Sensitive Extended TPB (CSE-TPB) model. Data were collected from 1,263 UAE consumers spread across six context-specific surveys and analyzed using partial least squares structural equation modeling (PLS-SEM). The framework incorporated core TPB constructs in addition to personal norms, moral norms, injunctive norms, trust in businesses, awareness of government sustainability goals, satisfaction from sustainable behavior, environmental knowledge, social media influence, product availability, and perceived cost and acceptability. The findings show that the extended framework provides a meaningful explanatory basis across all six contexts, while also revealing important sector- and stage-specific differences. Overall, the findings support context-sensitive theory development and targeted sustainability policy intervention.</p>