A sustainable Retailer's journey to sustainable practices: Prioritizing the customer and the planet

Rapidly increasing demand for eco-friendly products is evidence of consumers' intention to make responsible purchases. As a result, companies and retailers are increasingly pressured to reconsider their product lines and provide environmentally friendly products in order to satisfy their customers' demands. The current study aims to explore how sustainable retailers, sustainable product packaging, sustainable product availability, and lower price perception impact sustainable behavioral intention towards (SBI) sustainable consumption behavior (SCB). A survey in the form of a self-administered questionnaire was used to get information from millennials for this study. Smart Partial Least Square (SEM) was employed to analyze the data. This study's sample was obtained using judgmental sampling, resulting in 297 valid responses. The results indicate that millennials are progres-sively adopting environmentally responsible consumption practices. The study found that sustainable retailers, sustainable product packaging, availability, and lower pricing perception contribute to sustainable behavior intentions. The findings indicate that promoting ecological practices and environmentally conscious consumers can assist developing nations in attaining sustainability and ecological stability.