Role of Theory of Planned Behavior in Interpreting Sustainable Consumption Behavior : A Meta-Analysis
DOI:
https://doi.org/10.17010/ijom/2024/v54/i10/174605Keywords:
theory of planned behavior
, sustainable consumption, collaborative consumption, intention to sustainable consumption.Paper Submission Date
, September 30, 2023, Paper sent back for Revision, August 5, 2024, Paper Acceptance Date, August 25, Paper Published Online, October 15, 2024Abstract
Purpose : This study consolidated the existing literature on the theory of planned behavior and investigated the factors that most significantly impacted the intention to sustain consumption behavior. The study also examined whether environmental concern and materialism could be regarded as valid direct predictors.
Methodology : Meta-analysis was conducted to evaluate and validate bivariate relationships between the theory of planned behavior antecedents and its relationship with the “intention to sustainable consumption.†Environmental knowledge, concern, and materialism were also examined as probable antecedents to the “intention to sustainable consumption behavior.â€
Findings : All the variables significantly influenced the “intention to sustainable consumption behavior.†Environmental concern was found to be moderated by the product consumed. The study also identified the intention-behavior gap and recommended future research to explore the factors contributing to this gap.
Practical Implications : Marketers should direct their efforts toward building a positive consumer attitude toward sustainable products by focusing on long-term planning to establish the product in the green category. Initially, marketers should focus on consumers who are less materialistically driven.
Originality : We provided sufficient evidence that environmental concern and materialism should be considered direct indicators for predicting “intention to sustainable consumption behavior.â€
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