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The purpose of this paper was to examine smallholder farmers’ perceptions of climate change risks, adaptation responses and the links between adaptation strategies and perceived/experienced climate change risks in South Gondar, Ethiopia.

This paper used a convergent mixed methods design, which enables us to concurrently collect quantitative and qualitative data. Survey data was collected from 352 households, stratified into Lay Gayint 138 (39%), Tach Gayint 117 (33%) and Simada district 97 (28%). A four-point Likert scale was used to produce a standardised risk perception index for 14 climate events. Moreover, using a one-way analysis of variance, statistical differences in selecting adaptation strategies between the three districts were measured. A post hoc analysis was also carried out to identify the source of the variation. The findings of this paper are supplemented by qualitative data gathered through focus group discussions and key informant interviews of households who were chosen at random.

The standardised climate change risk perception index suggests that persistent drought, delayed onset of rainfall, early termination of rainfall and food insecurity were the major potentially dangerous climate change risks perceived by households in the study area. In response to climate change risks, households used several adaptation strategies such as adjusting crop planting dates, crop diversification, terracing, tree planting, cultivating drought-tolerant crop varieties and off-farm activities. A Tukey’s post hoc test revealed a significant difference in off-farm activities, crop diversification and planting drought-tolerant crop types among the adaptation strategies in the study area between Lay Gayint and Simada districts (p < 0.05). This difference reconfirms that adaptation strategies are location-specific.

Although many studies are available on coping and adaptation strategies to climate change, this paper is one of the few studies focusing on the linkages between climate change risk perceptions and adaptation responses of households in the study area. The findings of this paper could be helpful for policymakers and development practitioners in designing locally specific, actual adaptation options that shape adaptation to recent and future climate change risks.

The purpose of this paper is to examine the purchase behavior of consumers towards green products by adapting and extending the theory of planned behavior with the inclusion of three pertinent environmental factors posited to reflect environmental consciousness in the form of environmental concern, environmental knowledge and environmental values.

The data was collected from 410 consumers at shopping malls with retail stores selling green and non-green products in a developing country using cluster sampling and analyzed using covariance-based structural equation modeling.

The findings of this study indicate that environmental factors reflecting environmental consciousness positively influence consumers’ attitude towards purchasing green products, wherein consumers’ environmental values have a stronger influence than their environmental concern and environmental knowledge. The findings also reveal that subjective norm, attitude and perceived behavioral control toward purchasing green products positively shape green purchase intention. The same positive effect is also witnessed between green purchase intention and behavior. However, perceived behavioral control towards purchasing green products had no significant influence on green purchase behavior.

This study suggests that green marketers should promote environmental consciousness among consumers to influence and shape their planned behavior towards green purchases. This could be done by prioritizing efforts and investments in inculcating environmental values, followed by enhancing environmental knowledge and finally inducing environmental concern among consumers. Green marketers can also leverage subjective norm and perceptions of behavioral control toward purchasing green products to reinforce green purchase intention, which, in turn, strengthens green purchase behavior. This green marketing strategy should also be useful to address the intention–behavior gap as seen through the null effect of perceived behavioral control on purchase behavior toward green products when this strategy is present.

This study contributes to theoretical generalizability by reaffirming the continued relevance of the theory of planned behavior in settings concerning the environment (e.g. green purchases), and theoretical extension by augmenting environmental concern, environmental knowledge and environmental values with the theory of planned behavior, resulting in an environmentally conscious theory of planned behavior. The latter is significant and noteworthy, as this study broadens the conceptualization and operationalization of environmental consciousness from a unidimensional to a multidimensional construct.