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The impact of purchase situation on realized pro-environmental consumer behaviour


Grimmer, M and Kilburn, A and Miles, MP, The impact of purchase situation on realized pro-environmental consumer behaviour, Global Innovation and Knowledge Academy (GIKA) Conference, 14-16 July, Valencia (2015) [Conference Extract]


Why do pro-environmental consumers not always make pro-environmental purchases? The role of purchase situations, raised 40 years ago by Belk (1975), has attracted only limited attention in research, and so is used here to provide insight into possible explanations of why customersí intentions donít always align with their pro-environmental purchase behavior. The model proposed by Carrington, Neville & Whitwell (2010) also introduces the possibility that situational context plays a key role in altering the trajectory of good intentions as they transfer to actual behavior. The current study uses a large sample of Australian consumers (n=772) to empirically test the impact of purchase situations on the disparity between intentions and actual purchase behavior. Purchase situation was found to moderate the intention-behaviour relationship, with time, price, willingness to drive long distances, availability, and ease of purchase having an influence. The findings have theoretical implications for understanding the factors that impact on consumerís purchase behavior, and practical implications for how to realise pro-environmental consumer behavior.

Item Details

Item Type:Conference Extract
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing management (incl. strategy and customer relations)
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Grimmer, M (Professor Martin Grimmer)
ID Code:110447
Year Published:2015
Deposited By:Faculty of Business
Deposited On:2016-07-27
Last Modified:2016-07-27

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