Understanding environmentally sensitive consumer behaviour: an integrative research perspective, Dr. Naz Onel and Prof. Avinandan Mukherjee
Dr. Naz Onel
Department of Marketing
Montclair State University, Montclair, New Jersey
Prof. Avinandan Mukherjee
College of Business
Clayton State University, Morrow, Georgia
Purpose: The potential underlying causal factors of environmental behaviours have been examined from various theoretical angles by mostly focusing on individual motivations in the literature. The purpose of this paper is to develop a conceptual model based on an integrative approach to better understand eco-sensitive consumer behaviours and their predictors.
Design/methodology/approach: The paper reviews distinct theoretical approaches and, based on the integrative perspective, develops a model using the framework of the goal framing theory (GFT).
Findings: On the basis of the GFT, the authors propose that 12 variables influence the pro-environmental behaviours of consumers: biospheric values, egoistic values, altruistic values, environmental concern, awareness of consequences, ascription of responsibility, subjective norms, attitudes towards behaviour, perceived behavioural control, personal norms, affect, and behavioural intention. Furthermore, the authors categorize environmental behaviours based on three different stages of the consumption process of consumers: purchase, usage, and post-use.
Originality/value: The proposed model will offer future studies a holistic understanding of the factors that predict environmentally sensitive behaviours of consumers and the extent to which such behaviours depend on moral considerations, feelings, or self-interest motives.
Keywords: Affect; Environmentally sensitive behaviour; Theory of planned behaviour; Goal framing theory; Green consumer behaviour; Values beliefs norms.
Citation: Onel, N. and Mukherjee, A. (2015), "Understanding environmentally sensitive consumer behaviour: an integrative research perspective", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 11 No. 1, pp. 2-16. https://doi.org/10.1108/WJEMSD-07-2014-0021