Can the intention to protect the environment lead to reduced consumption among business students?

Purpose: Modifying patterns of overconsumption towards reducing consumption as a degrowth-oriented consumer attitude is crucial to mitigating the environmental impact of high-consumption households. The aim of this article is to develop a model of the intention to reduce consumption for environmental reasons and test it among business students. Methodology/approach: Grounded in the Theory of Reasoned Action and the Theory of Planned Behaviour, the paper develops a model of consumption reduction intention. Based on a survey conducted among business students from six European Union countries, the model is tested using structural equation modelling. Findings: The study revealed the twofold influence of the intention to protect the environment on intention to reduce consumption: direct and indirect. The predictive power of the intention to protect the environment and willingness to accept the economic sacrifices in the intention to reduce consumption is confirmed as a direct effect. Additionally, the impact is mediated by a willingness to accept economic sacrifices. Originality/value: Our paper contributes to a better understanding of the intention to reduce consumption as a degrowth-oriented consumer attitude for environmental protection.