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The effect of purchase situation on realized pro-environmental consumer behavior
journal contribution
posted on 2023-05-18, 17:57 authored by Martin GrimmerMartin Grimmer, Kilburn, AP, Miles, MPWhy do pro-environmental consumers not always make pro-environmental purchases? Little research exists on the role of purchase situations (Belk, 1975). This study analyzes whether purchase situation explains why customers' intentions do not always align with their pro-environmental purchase behavior. Carrington, Neville, and Whitwell's (2010) model, that proposes situational context plays a key role in altering the trajectory of good intentions as they transfer to actual behavior, is also employed. This study empirically tests, using Australian consumers (n=772), the effect of purchase situations on the disparity between intentions and purchase behavior. The results show that purchase situation moderates the intention–behavior relationship, and that time, price, willingness to drive long distances, availability, and ease of purchase influence the relationship. The findings have theoretical implications for understanding the factors that affect consumers' purchase behavior, and practical implications for how to realize pro-environmental consumer behavior.
History
Publication title
Journal of Business ResearchVolume
69Issue
5Pagination
1582-1586ISSN
0148-2963Department/School
College Office - College of Business and EconomicsPublisher
Elsevier Inc.Place of publication
United StatesRights statement
Copyright 2015 Elsevier Inc.Repository Status
- Restricted