A new model for testing green consumer behaviour.

Abstract

Several models of green consumer behaviour have sought to explain the relationship between green attitudes and the behaviours of individuals related to green consumption, based on traditional theories. Nevertheless, it has been difficult to develop an optimum or even a consensual model to predict green consumer behaviour. This paper seeks to examine the links between a set of constructs, in order to propose a model for green consumer behaviour based on a different set of antecedents of buying behaviour: prosocial attitude, the value placed on green, and green communication. Data was gathered through a survey, taking the form of a self-administered questionnaire; analysis took the form of Structural Equation Modelling (SEM). The results show that general prosocial attitudes have a direct influence on green consumption values, and that green advertising seems to positively influence buying behaviour. The relationship between these concepts is important to consider when developing green marketing campaigns and communication to influence further green behaviour.