The attitude-behaviour relationship of green consumer behaviour: the influence of altruism and egoism
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2018-06-26
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en
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Abstract
As environmental concerns in society are increasing, it would be expected that consumers would behave accordingly. But where consumers’ attitudes are generally positive regarding sustainability and green consumption, green behaviour does not always follow, which creates an attitude-behaviour gap. The purpose of this study is to further analyse the attitude-behaviour relationship based on what is currently known about green consumer behaviour and further analysing related concepts. This study extends existing literature by examining the moderating effects of altruism and egoism on the attitude-behaviour relationship. This study conducted an online questionnaire among 157 respondents, and the data is analysed by running multiple linear regressions. The results confirmed two determinants of green attitudes: perceived consumer effectiveness, whereby consumers have to believe their behaviour will make a difference, and environmental knowledge. No relationship is found between subjective norms and green attitudes. For subjective norms, however, a direct effect is found on green behaviour. Additionally, this effect is found to be positively moderated by altruism. Green attitudes also directly influence green behaviour, however no moderating effects for altruism or egoism are found on this relationship. Finally, managerial and theoretical implications are provided and suggestions for future research are made.
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Faculteit der Managementwetenschappen