It is proposed that consumers fail to make environmentally conscious choices because they do not consider the long-term impact of their actions. This research examines the role of consumers’ temporal orientation (past and future) in regard to their environmental orientation and pro-environmental consumer behaviour (PECB), using a representative sample of 2566 Australian respondents. The results identify that both future and past orientations are related to environmental orientation, with future orientation leading to increased levels of PECB and past orientation leading to reduced levels of PECB. Further, environmental orientation mediates the relationship between temporal orientation and PECB, suppressing the negative impact of high levels of past orientation.

Item Type:	Refereed Article
Keywords:	environmental behaviour, time orientation,pro-environmental consumer behaviour (PECB)
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
Author:	Grimmer, M (Associate Professor Martin Grimmer)
Author:	Miles, MP (Professor Morgan Miles)
ID Code:	93721
Year Published:	2014
Web of Science® Times Cited:	6
Deposited By:	Tasmanian School of Business and Economics
Deposited On:	2014-08-13
Last Modified:	2016-10-05
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