This study examines whether environmental awareness is associated with sustainable consumption and whether generation and socioeconomic status moderate that relationship. Using ISSP survey data from 142,641 respondents across multiple countries and years, with 106,625 observations included in the regression analyses, the study finds that greater environmental awareness is positively associated with sustainable consumption. Older respondents reported higher overall sustainable consumption, but the relationship between awareness and consumption was weaker among older generations. Income strengthened the relationship in a separate model, although this effect was not consistent when both interactions were included. The findings suggest that awareness campaigns should be combined with affordable, accessible sustainable products and strategies tailored to different generations and socioeconomic groups. Limitations include the cross-sectional design, self-reported data, and differences across countries and survey years.
