Translating Sustainable Purchase Intention to Actual Action Through the Incorporation of Affecting Design Factors Among Products

Research by: Ardvin Kester S. Ong, John Francis T. Diaz, Joseph Khyle Andrei L. Abella, Rae Joie N. Alayra, Benedict Christian R. Calimag, Brandon Chandler B. Callo, Zachary Audrick K. Tee, & Cesar Romeo V. Delos Reyes

Executive Summary

The growing interest in sustainable products presents a paradox in consumer behavior, where intentions to purchase eco-friendly items often fail to translate into actual buying actions—commonly referred to as the intention–behavior gap. Considering the current lacking studies on the synchronous assessment of practical, business-reflected, and purchasing action of consumers; alongside the theoretical grounding gap among related studies, the novelty of this study lies in the intertwined assessment of both theoretical and practical aspects of sustainable behavior among consumers. This gap is particularly evident in the Filipino market for low-cost, energy-efficient solutions such as electric hand fans, which offer both environmental benefits and practical utility in the country’s hot and humid climate. Although previous research has applied the Theory of Planned Behavior (TPB) to predict sustainable purchase intentions, it typically overlooks the emotional and psychological factors that influence real-world purchasing decisions.

Addressing this research gap, this study extended TPB by incorporating affective product design elements—namely, aesthetic appeal, ergonomic comfort, and price fairness—and brand trust as key determinants of sustainable consumption. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM) on data from 500 Filipino consumers collected purposively to reflect sustainable consumers of the country, the study revealed that while TPB constructs (attitude, subjective norm, and perceived behavioral control) significantly affected sustainable intention, brand trust emerged as the most influential predictor of actual purchase behavior, surpassing intention itself. Collectively, these findings validated a multidimensional approach to understanding sustainable behavior, where affective product responses, cognitive appraisals, and social influences converge to shape both intentions and actions. Brand trust emerged as a central mediating construct, linking emotional evaluations of product design to both purchase intention and actual behavior. This aligns with related studies that demonstrated that affective trust—defined as the emotional bond between consumers and a web vendor—significantly mediates the relationship between website design features and behavioral intentions. Affective trust and affective risk proved more predictive of e-commerce behavior than cognitive counterparts, underscoring the critical role of emotionally grounded trust in bridging intention–behavior gaps. Similarly, in the context of sustainable consumption, our data indicate that affective resonance with a brand’s design and message fosters a deeper sense of trust, which in turn drives both motivational commitment and behavioral follow-through.

By extending TPB to incorporate affective design and trust, this study established a more novel framework assessing sustainable purchase behavior through emotional, sensory, and ergonomics factors alongside the behavioral domains. Moreover, this study not only enhances theoretical understanding of sustainable consumer behavior but also suggests prioritizing emotionally resonant features, explicitly link design and pricing strategies to credibility, recognize availability as a crucial enabler of action, and reliable distribution – aiming to foster eco-conscious purchases. Design strategies that prioritize visual appeal and usability foster emotional satisfaction and deepen brand connection—especially among younger consumers who are highly responsive to engaging and well-designed products. Equally, clear and fair pricing enhances perceived value and reinforces consumer confidence, making transparent communication around product utility and sustainability efforts a critical part of pricing strategy. Specifically, product design teams should prioritize emotionally resonant features such as intuitive ergonomics, minimalist yet attractive aesthetics, and environmentally conscious materials. For instance, incorporating recycled components and emphasizing comfort in everyday use can build both functional satisfaction and symbolic alignment with consumer values, thereby strengthening brand trust. Regular user testing with target groups (e.g., Gen Z and Millennials) can help ensure that design enhancements resonate emotionally while maintaining affordability.

Keywords:  affective design, brand trust, marketing, sustainable purchase intention, theory of planned behavior

To cite this article: Ong, A. K. S., Diaz, J. F. T., Abella, J. K. A. L., Alayra, R. J. N., Calimag, B. C. R., Callo, B. C. B., Tee, Z. A. K., & Delos Reyes, C. R. V. (2025). Translating sustainable purchase intention to actual action through the incorporation of affecting design factors among products. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2025.2583272

To access the article: https://doi.org/10.1080/23311975.2025.2583272

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