The effect of purchase situation on realized pro-environmental consumer behavior

• Published in: Journal of business research 2016-05, Vol.69 (5), p.1582-1586
• Main Authors: Grimmer, Martin, Kilburn, Ashley P., Miles, Morgan P.
• Format: Article
• Language: English
• Subjects: Australia; Consumer behavior; Consumer behaviour; Consumers; Environmental protection; Ethical consumer behavior; Green policy; Intention-behavior relationship; Pro-environmental behavior; Purchase situations; Studies
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2015.10.021

Why 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.