Exploring millennials consumer behaviours, attitudes, and barriers of sustainability in Malta

Abstract

Sustainable consumption has become a defining issue in both academic and policy discourse, with millennials often portrayed as a generation committed to environmental responsibility. Yet, empirical evidence frequently demonstrates a persistent attitude–behaviour gap, whereby positive intentions fail to translate into consistent purchasing practices. This study investigates the attitudes and sustainable purchasing behaviours of Maltese millennials, focusing on the barriers that hinder action and the role of social media in shaping consumption decisions. A quantitative research method was adopted, with data analysed using regression and nonparametric tests in SPSS. The findings reveal that familiarity with sustainability concepts significantly predicts sustainable purchasing, while motivation alone does not. Structural barriers, particularly high price and limited product availability, emerged as the main inhibitors of sustainable consumption, reinforcing international evidence but highlighting their acute relevance in Malta’s small, import-dependent market. Social media analysis demonstrated that trust in influencers, awareness campaigns, and intentional following of sustainability-oriented accounts strongly predicted sustainable purchases, whereas frequency of platform use had no significant impact. These results reinforce the centrality of knowledge, trust, and structural accessibility in bridging the attitude– behaviour gap. The study contributes to theoretical frameworks by refining the role of familiarity in sustainable behaviour models, contextualising barriers in small-market economies, and demonstrating the credibility-dependent nature of digital persuasion. Policy and business implications include reducing cost barriers, enhancing accessibility, promoting targeted sustainability education, and leveraging influencer credibility to authentically engage young consumers.