Journal of Danubian Studies and Research, Vol 5, No 2 (2015)

Determinants of Consumers’ Pro-Environmental Behavior – Toward an Integrated Model

Octav-Ionuţ Macovei


This paper aims at constructing a model which will explains consumers’ pro-environmental behavior by analyzing its direct and indirect predictors. To achieve this, variables from well-established models and theories were employed, such as Schwartz’s Norm Activation Theory (NAT), Stern’s Value-belief-norms Theory (VBN) and Ajzen’s Theory of Planned Behavior (TPB). Important variables like perceived behavioral control, normative beliefs, awareness of the consequences of environmental problems, Compatibility with a pro-environmental behaviour, attitude towards a pro-environmental behavior and intention to behave in a pro-environmental manner  are considered to be determinants of consumers’ pro-environmental behavior. All these variables were discussed and assembled in an integrated research model which can be validated through a quantitative survey. Each variable was described at a conceptual and operational level, items and scales being proposed for each one The proposed model will offer to organizations a valuable green marketing tool which can be used in the fight for environment protection. The proposed model is unique can be used as a solid based for future research.


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