Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness
在沙特阿拉伯调查了影响消费者亲环境行为的因素，发现创新性、物质主义、感知消费者效能和环境关注影响行为意图，而社会影响不显著，结果可用于制定环保营销策略。
Major environmental issues facing our planet are considered to be partly rooted in consumer overconsumption that has resulted from high economic growth. Pro-environmental behaviours (PEBs) have been studied extensively in developed Western countries but more research is needed in developing non-Western countries. Additionally, there are increasing calls for research providing broader theoretical and behavioural explanations of consumers’ intentions to adopt PEBs. Therefore, the aim of this research was to examine the factors affecting consumers’ PEBs in Saudi Arabia. Quantitative data (n=613) were collected using a survey method. The proposed conceptual model and associated hypotheses were tested using structural equation modelling. The results revealed that consumers’ intentions to adopt direct- and indirect-PEBs are affected by innovativeness, materialism, perceived consumer effectiveness, and environmental concern, but not by social influence. Evidence was also found of differences between younger and older respondents. These findings can be used to formulate effective marketing strategies to benefit the environment, society, and sustainable companies in the country. <br/>