Sustainable Healthcare and Service Excellence: Unraveling the Impact of Positive Perception on Community Healthcare Choices

Background Sustainability has become a primary driver of business strategy and customer behavior. It is vital to understand how sustainability perception (SP), sustainability attitudes (SA), and sustainability choices (SC) interact with each other because it is essential to develop environmentally friendly decision making. Previous research highlights that perceptions have a significant impact on attitudes to sustainable behavior but that their impact on choices is not thoroughly investigated. Aim The objective of this research is to investigate the impact of perception of sustainability on attitudes and choices regarding sustainability and to analyze how such factors interact and lead to sustainable decision making. Methods A quantitative design was employed with a formal questionnaire to a diverse group of consumers. Structural equation modeling (SEM) was applied to study the interrelation between SP, SA, and SC. Descriptive and inferential statistical tests were conducted to test the proposed model and find out if each factor was significant. Results The findings indicate that attitudes and perceptions of sustainability have a positive relationship such that those with higher levels of awareness and knowledge regarding issues of sustainability have more positive attitudes. Beyond this, attitudes to sustainability were found to mediate between perception and decision making regarding sustainability such that perception alone is not enough to create sustainable behavior without a positive attitude. Conclusion This study highlights that heightened perception of sustainability is essential to create positive attitudes and induce sustainable behavior. Policymakers, businesses, and educators have to conduct public information campaigns and education to create public perceptions of sustainability, thus shaping attitudes and behavior. External factors such as social norms and regulatory policies have to be analyzed in their impact on making sustainable choices in future research. JEL code : Q01, Q50