This study explores the links between environmental attitudes and values, personal norms, perceived responsibility, pro-environmental and prosocial engagement in sustainable consumption, and sustainable consumption behavior. Data was collected by surveying 904 Lithuanians through non-random quota sampling. Empirical research reveals that internal factors, such as environmental attitudes, values, personal norms, and perceived responsibility, have a positive direct effect on engagement with sustainable consumption. In addition, the findings indicate that pro-environmental and prosocial engagement to act as a mediator in enhancing the impact on sustainable consumer behavior. The results of this study expand the understanding of the engagement phenomena and how it can assist in shifting to sustainable consumer behavior in the Lithuanian context. Opportunities to encourage sustainable consumption behavior are presented for marketers and policy makers.

Sustainable consumption, provision of a clean and healthy environment, as well as improvements to the quality of life of current and future generations, are all integral parts of the sustainable development strategy, which is understood as a compromise between the environmental, economic and social objectives of society. The pro-environmental and pro-social consumer engagement in sustainable consumption may lead to behavioral change, thus contributing to the resolution of current global challenges. Although recently the pro-environmental and pro-social engagement concept has received considerable attention, there is still no consensus on what determines it. Moreover, the recent research is limited to identifying individual factors of this phenomenon. Therefore, the purpose of this study is to explore the factors that determine pro-environmental and pro-social consumer engagement in sustainable consumption. The authors employed a qualitative method approach, conducting semi-structured interviews with consumers engaged in sustainable consumption in Lithuania. The research results reveal that these consumers were affected by cognitive, attitudinal and psychosocial factors. In terms of external factors, consumers named contextual factors for sustainable consumption, social norms and the promotion of sustainable consumption. Research results also show an additional internal factor of perceived responsibility, which means perceived duty as an individual to do good for society and the environment.

This study investigates the relationship between internal and external factors of pro-environmental and pro-social engagement, sustainable consumption behaviour and personal characteristics such as age, gender, financial situation and level of education in the Lithuanian population. A quantitative method was used to collect data from 904 respondents in Lithuania. The study results suggest that women are more concerned about pro-environmental and pro-social issues. In addition, pro-environmental commitment, biospheric values, personal norms and perceived responsibility were important for women. Meanwhile, egoistic values, self-efficacy, social norms, biospheric values, and attachment to place were identified as more important for men. The results reveal that older age increasingly correlates with a stronger expression of place attachment, egoistic values and self-efficacy, pro-environmental and pro-social engagement, and sustainable consumption behaviour. The results of this empirical study allow for identifying the determinants that have the most significant impact on men and women or different age groups. Knowledge of factors that significantly impact pro-environmental and pro-social engagement, which promotes sustainable consumption behaviour as a mediator, can allow policymakers, community representatives or leaders to organise social campaigns and/or provide guidelines for project activities.

Sustainable consumption is becoming increasingly important in today's society, which is living under conditions of increasing globalization, growing population and increased consumption. Research into sustainable consumption behavior is becoming increasingly relevant, requiring a deeper understanding of this phenomenon. The findings of previous studies have revealed the inconsistency of consumer behavior between the intention and a real action. The aim of the study is to identify research trends of attitude-behavior gap, to analyze the most commonly consumer behavioral theories and to provide a theoretical consumer attitude-behavior gap model that reveals the influence factors. Research Methodology: review of scientific articles from the last twenty years, evaluating the theoretical aspects of the sustainable consumer behavior gap between intention and action. The information is grouped and structured in order to determine the theoretical directions of the sustainable consumption attitude - behavior gap and to provide a theoretical summary of this phenomenon. Based on the theoretical analysis, a conceptual sustainable consumption attitude - behavior gap model is created that reveals the influence factors. Tvarus vartojimas turi vis didesnę reikšmę šiuolaikinėje visuomenėje, kuri gyvena didėjančios globalizacijos, augančios populiacijos skaičiaus ir padidinto vartojimo sąlygomis. Todėl tvaraus vartojimo elgsenos tyrimai tampa vis aktualesni, reikalaujantys gilesnio šio reiškinio pažinimo. Ankstesnių tyrimų išvados atskleidė vartotojo elgsenos nenuoseklumą tarp ketinimo elgtis tvariai ir realaus veiksmo. Tyrimo tikslas – nustatyti tvarios vartojimo elgsenos atotrūkio tarp ketinimo ir veiksmo tyrimų tendencijas, išanalizuoti dažniausiai naudojamas vartotojų elgseną analizuojančias teorijas ir pateikti teorinį modelį, atskleidžiantį vartotojo elgsenos atotrūkį įtakojančius faktorius. Tyrimo metodika: išanalizuoti pastarojo dvidešimtmečio moksliniai straipsniai, analizuojantys tvaraus vartojimo elgsenos atotrūkio tarp ketinimo ir veiksmo aspektus. Siekiant nustatyti tvaraus vartojimo elgsenos atotrūkio tarp ketinimo ir veiksmo teorines kryptis bei pateikti teorinį šio fenomeno apibendrinimą, informacija grupuota ir struktūrizuota. Remiantis atlikta teorine analize, sudarytas koncepcinis modelis atskleidžiantis vartotojo elgsenos atotrūkį įtakojančius faktorius.