Abstract
Abstract Sustainable consumption behaviour (SCB) among university students remains underexplored as a multidimensional construct, with limited empirical application of integrated frameworks across diverse educational contexts. This study addresses this gap by examining whether Quality of Life and Care for Future Generations predict Care for Environmental Wellbeing within an established SCB model, alongside demographic comparisons. A quantitative cross-sectional design was employed, collecting data from 300 university students in Jammu & Kashmir, India, using a validated SCB scale. Data were analysed using PLS-SEM and t-tests. Key findings indicate that both Quality of Life and Care for Future Generations serve as significant positive predictors of Care for Environmental Wellbeing, with Quality of Life emerging as the stronger determinant. A notable gender difference was observed, with female students reporting higher perceptions of Quality of Life, whereas family status showed no significant influence on any SCB domain. These findings challenge the notion of pro-environmental action as purely selfless, revealing its close ties to personal wellbeing and intergenerational empathy. The study concludes that effective campus sustainability initiatives should move beyond conventional awareness campaigns, strategically reframing environmental care as a matter of individual benefit and tangible future impact, thereby providing actionable insights for educators and policymakers.