This study investigates sustainable consumerism amongst adolescents in Taiwan. Since Taiwanese adolescents’ sustainable purchasing intentions have been overlooked in previous literature, this study provides a unique cultural perspective. The Expanded Theory of Planned Behavior (ETPB) is utilized in this study in order to analyze the sustainable purchasing intentions of adolescents. ETPB includes two additional concepts to TPB, which are Self-Identity and Perceived Responsibility. Self-Identity and Perceived Responsibility yield robust results in confirming a relationship in the determination of sustainable purchase behavior. Human Values is proven to have a moderating effect on the determinants of the Theory of Planned Behavior. This study is significant because it proves that Taiwanese adolescents are aware of sustainability and realize that they do impact the environment. Moreover, this study shows that adolescents do feel responsible to change these negative impacts through sustainable purchases and have the intention to do so. Thus, the strength of the relationships between the constructs of ETPB and other self-related concepts, such as Human Values and Confidence are examined and conclusions are made.

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