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Little is known about how religious beliefs can motivate consumers to behave more pro-environmentally. Drawn on an integrated model of the theory of planned behavior, the norm activation model and the self-determination theory, this study aims to explore the effects of religious beliefs (especially, karmic beliefs (KB) and beliefs in a just world (BJW)) on consumers' pro-environmental behavior.

A sample of 736 consumers recruited from the eight most populous cities in Vietnam using the mall-intercept survey approach and structural equation modeling (SEM) was utilized to test the hypothesized model and hypotheses.

The findings indicate that KB and BJW can increase consumers' green intrinsic motivation, which subsequently encourages them to engage in pro-environmental consumption. Moreover, awareness of consequences (AOC) and ascription of responsibility (AOR) serially indirectly inspire consumers' sustainable consumption through serial mediators, including personal norms (PN), attitudes toward green products and green purchase intention.

Based on the findings, some theoretical and managerial implications for pro-environmental consumption are provided.

The study offers fresh perspectives on the role of religious beliefs in pro-environmental research. Additionally, this study sheds new light on the marketing literature by integrating the theory of planned behavior (TPB) and norm activation model (NAM) with self-determination theory (SDT) to explore the underlying mechanisms and effects of psychological components on consumers' pro-environmental behaviors.

This research aims to examine how consumer minimalism (CM), self-conscious feelings (such as consumer guilt (CG) and consumer pride (CP)) and the inclination to use rental services interact. It also looks at how attitudes toward pro-environmental advertisements affect these relationships as a moderator, recognizing the importance of pro-environmental advertising in influencing consumer behavior.

This study employed a quantitative methodology to investigate the aforementioned associations. Survey questionnaires are used to collect data, which is then analyzed using AMOS 25 and Process Macro to generate meaningful insights.

The findings indicate that the willingness to use rental services is directly associated with CM, while self-conscious emotions (SCEs) play the role of a mediator in this relationship.

It is essential to recognize the limitations of this study. There may be other variables at play, but the research focuses on SCEs (CG and CP) and their role as mediators. The findings must be interpreted based on the selected research methodology and sample size. Future research could investigate additional variables and enlarge the sample size to increase generalizability.

Targeted marketing can leverage CM, SCEs and willingness to use rental services. Recognizing the moderating effect of attitude toward pro-environmental advertisements can help create more effective campaigns promoting environmental behavior.

Underpinned by SCEs, the current study is one of the initial studies to explain how CM encourages responsible environmental behavior through access-based consumption models.

This science mapping analysis aims to discern current, emerging and future trends of pro-environmental behavior and the theory of planned behavior (TPB).

Bibliometric analysis through bibliographic coupling and co-word analysis were used to reveal the progress of this phenomenon. Of the 1,120 documents search in Web of Science (WoS) database, 1,031 were used in this analysis after restricting to journal publications and studies after the year 2000.

The results show that four themes emerged, namely the fundamentals of TPB for pro-environmental behavior, antecedents of pro-environmental behavior, integration of TPB with the norm activation model and value belief theory and studies of pro-environmental behavior in developing countries. Environmental concern, environmental awareness, environmental knowledge and environmental education were the most commonly integrated variables.

This research is unique in the sense that the integration between TPB and other prominent theories of pro-environmental behavior is vital to predict individual pro-environmental behavior and understand the fundamental scientific importance of the domain. The norm activation model has been integrated with TPB in many pro-environmental behaviors. Mainstream media stakeholders should design and implement a plan for strategic communication and awareness campaigns in the community to encourage consumers to engage in many behaviors that lead to environmental sustainability.

This study presents a science mapping approach to uncover crucial knowledge structure related to pro-environmental behavior and the theory of planned behavior.

The coronavirus disease (COVID-19) has increased food delivery service demand, which generates massive amounts of solid waste, specifically plastic material. Therefore, this study aims to examine the determinants of consumers' intention to reuse food delivery containers (ITR) using the extended theory of planned behavior (TPB). Moral obligation was included as an antecedent, while behavioral expectation (BE) ahead of behavioral intention was an immediate predictor of consumers' pro-environmental behaviors.

The hypotheses were tested on 348 food delivery service users in Malaysia and analyzed using the partial least squares structural equation modeling (PLS-SEM).

The findings indicated that consumers' ITR is directly influenced by perceived behavioral control and attitude. Perceived behavioral control and attitude had a positive partial indirect effect on ITR through BE. Meanwhile, subjective norms and moral obligation had a positive full indirect effect on ITR through BE.

The findings can be directly applied to practical situations of food delivery companies and environmental protection organizations managing solid waste among food delivery services.

Understanding consumers' ITR could promote practical environmental sustainability. Practically, the study provides insights to the food delivery service industry, policymakers and relevant stakeholders to encourage consumer behavior change by reusing food delivery containers in line with Sustainable Development Goal 12.

The study enhances the existing literature by extending TPB with two psychological variables: moral obligation (independent variable) and BE (mediating variable). To the best of the authors' knowledge, this study is the first attempt to empirically investigate BE in consumers' pro-environmental behavioral intention in a high-context culture and developing economy. This study could benefit food and beverage merchants, food delivery companies, governments, non-governmental organizations and pro-environmental behavior researchers in this industry.

This study aims to examine how higher education can mold pro-environmental actions among students with educational social-marketing leads; it probes into the direct influence of four value orientations toward pro-environmental beliefs, norms and behaviors.

This quantitative research sought deductive reasoning. Data gathering took place in January 2023, following a cross-sectional framework. The researcher visited various private universities in Egypt, which used effort to change the practices among students toward sustainable developments, distributing digitally administrated questionnaires to students on campus. Through convenience nonprobability sampling, 581 questionnaires were collected and statistically analyzed, using SPSS.

This study shows that altruistic and biospheric value impact students’ personal beliefs toward pro-environmental behaviors; students’ personal beliefs significantly impact the norms that are present on campus; the norms found on campus impact significantly students to behave as green passengers, recyclers and utility-savers.

Higher education institutions play a significant role in promoting the manifestations of rationality and objectivity among students about environmental challenges and sustainable development. Eco-friendly behaviors are rooted in values; thus, understanding the initial values among students is critical in developing coping strategies and social marketing initiatives that inspire the needed conservational behaviors.

By aligning the value-belief-norm theory with two disciplines (higher education on sustainability and social marketing), this study builds upon the theory, identifying the underlying value-structures that inspire students’ necessary environmental and sustainable behaviors to improve societies for future generation rightness. This study provides more nuanced insights into a better educational intervention for shaping students’ manners toward environmentalism to improve communities worldwide.

Companies are increasingly designing pro-environmental games to motivate users to implement pro-environmental behaviors (PEBs). However, how different types of virtual interactions affect PEBs in pro-environmental games is not clear. Thus, the authors propose that two types of virtual interaction, interactions with game objects and interactions with other users, can induce platform intimacy and love for nature and that platform intimacy has a direct effect on love for nature. Simultaneously, the authors examine the moderating effect of network externality on the relationship between the two types of virtual interaction and platform intimacy.

The authors, respectively, employed data from 92 students and 574 Chinese mobile users to empirically investigate the research framework.

The findings indicate that participants in interactions with game objects and interactions with other users reported stronger feelings regarding platform intimacy and love for nature, which, in turn, positively influences PEBs. Consumers with stronger perceptions of network externalities were more likely to be affected by the initiation effect of the interaction with game objects.

The authors introduce the notion of love for nature to the pro-environmental behaviors field and discuss the priming effect of two types of interactions on platform intimacy and love for nature. In addition, the authors focus on the important effect of network externality on users' emotions.

The purpose of this study is to identify groups of employees based on their motivations, detecting the main barriers that may influence their willingness to participate in the pro-environmental initiatives proposed by their employer.

To identify the different groups of employees, an online survey was conducted, and the Chi-square automatic interaction detection algorithm segmentation technique was used with a sample of 483 employees from 9 Latin American universities.

The results allowed us to identify various segments, in which the main obstacle linked to intrinsic motivation is the university culture and, to a lesser extent, the lack of equipment, while for extrinsic motivation, the lack of infrastructure is the most determining factor. Likewise, the results reflect that, compared to the less motivated employees, those who show greater motivation (both intrinsic and extrinsic) are the ones who encounter the greatest barriers, so that the perceptions of the most motivated, as expert observers, help to identify the main obstacles that organisations must remove to promote pro-environmental behaviours among staff members.

The results obtained help to guide the representatives or organisational leaders on the actions that generate the greatest impact in the mitigation of climate change from a motivational approach of behavioural prediction.

This study contributes to a more sustainable society by developing an understanding of how employees react to issues related to climate change. Knowing the perceptions of employees can be a turning point so that other members of society can get involved in pro-environmental behaviours.

Many studies have analysed the intrinsic and extrinsic motivations of employees to engage in pro-environmental behaviours; however, as far as the authors are aware, this has not been analysed from the perspective of barriers to motivation.

The objective of this study is to examine Chinese consumers' behavioural intentions to reduce restaurant food wastage (i.e. intentions to order moderate meal size, and to pack leftovers) in a group context from both psychological and cultural perspectives.

This paper used an online self-administered survey for data collection. The measurements were either adopted or adapted from prior studies on pro-environmental behaviours. Using data from 311 Chinese consumers, the authors analysed restaurant food wastage in China by utilising PLS-SEM.

By applying an extended value-attitude-behaviour (VAB) hierarchy with information publicity, it is found that materialism, frugality consciousness, information publicity and environmental concern are important factors in influencing individuals' behavioural intentions to reduce food waste in a group dining-out context.

Drawing upon perspectives of Chinese consumers, this paper outlines key promoters and barriers to food waste mitigation, and provides meaningful insights to policymakers, NGOs, industry stakeholders and even consumers on how to effectively overcome the food waste challenge at the consumption stage in the context of Chinese culture.

This cross-culture study aims to investigate how two cultural values, collectivism (COL) and long-term orientation (LTO), integrate with each other to trigger green consumption.

Using data from three consumer surveys in Vietnam, South Korea and Poland, this study employs polynomial regression with response surface analysis as a methodological approach to assess the complementary, balanced and imbalanced effects of cultural dimensions (COL and LTO) on consumers' green purchase intention (GPI) and behaviors.

First, this study found that, in Vietnam, both COL and LTO had a significant positive effect on GPI. However, only COL demonstrated a significant effect on GPI in South Korea and Poland. Second, this study also revealed that, in all three countries, when COL and LTO were in agreement, the degree of GPI was higher when COL and LTO were higher. The findings also showed that an increase in the imbalance between COL and LTO integration in the Vietnam sample led to a decrease in consumers' GPI. However, this relationship was insignificant in the South Korea and Poland samples.

This study enriches the understanding of green purchase behavior (GPB) and its underlying cultural factors within a cross-cultural framework. In particular, it enhances the knowledge of the debated relationship between different facets of cultural values (specifically, COL and LTO) and pro-environmental behavior, shedding light on this complex relationship in the context of the three different countries.

This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.

By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.

VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.

The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.

The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.

This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.