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Understanding environmentally sensitive consumer behaviour: an integrative research perspective

Naz Onel (Department of Marketing, Montclair State University, Montclair, New Jersey, USA)
Avinandan Mukherjee (College of Business, Clayton State University, Morrow, Georgia, USA)

World Journal of Entrepreneurship, Management and Sustainable Development

ISSN: 2042-5961

Article publication date: 9 March 2015




The potential underlying causal factors of environmental behaviours have been examined from various theoretical angles by mostly focusing on individual motivations in the literature. The purpose of this paper is to develop a conceptual model based on an integrative approach to better understand eco-sensitive consumer behaviours and their predictors.


The paper reviews distinct theoretical approaches and, based on the integrative perspective, develops a model using the framework of the goal framing theory (GFT).


On the basis of the GFT, the authors propose that 12 variables influence the pro-environmental behaviours of consumers: biospheric values, egoistic values, altruistic values, environmental concern, awareness of consequences, ascription of responsibility, subjective norms, attitudes towards behaviour, perceived behavioural control, personal norms, affect, and behavioural intention. Furthermore, the authors categorize environmental behaviours based on three different stages of the consumption process of consumers: purchase, usage, and post-use.


The proposed model will offer future studies a holistic understanding of the factors that predict environmentally sensitive behaviours of consumers and the extent to which such behaviours depend on moral considerations, feelings, or self-interest motives.



Onel, N. and Mukherjee, A. (2015), "Understanding environmentally sensitive consumer behaviour: an integrative research perspective", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 11 No. 1, pp. 2-16.



Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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