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Exploring the intention-behaviour gap in pro-environmental consumer behaviour


Willows, A and Grimmer, M, Exploring the intention-behaviour gap in pro-environmental consumer behaviour, Proceedings of the 27th ANZAM Conference, 4-6 December 2013, Hobart, pp. 1-21. ISBN 978-0-9875968-1-9 (2013) [Refereed Conference Paper]

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Copyright 2013 ANZAM

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Despite the widely reported increase in environmental concern amongst consumers, a gap exists between their stated intentions to purchase environmentally-friendly products and their actual purchase behaviour. The current study tests a conceptual model developed by Carrington, Neville and Whitwell (2010) to help explain this gap. Surveys were administered to a sample of university students. Responses (N=272) showed that implementation intentions had a mediating effect on the relationship between intention and behaviour. Situational (social) context was found to moderate the relationship between intention and implementation intentions. Behavioural control, on the other hand, had no moderating effect. The findings have theoretical implications for furthering understanding of factors impacting pro-environmental consumer behaviour, and practical implications regarding how to positively influence socially beneficial behaviours.

Item Details

Item Type:Refereed Conference Paper
Keywords:consumer behaviour, social marketing, marketing research, Green policy
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:Willows, A (Ms Amy Willows)
UTAS Author:Grimmer, M (Professor Martin Grimmer)
ID Code:87647
Year Published:2013
Deposited By:Management
Deposited On:2013-11-28
Last Modified:2018-03-28
Downloads:11 View Download Statistics

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