Abstract
Inculcating pro-environmental purchase behavior is beneficial to both individuals and the society at large. The TPB has been generally applied to understand and examine pro-environmental purchase behavior. However, as the underpinnings of this theory are not adequate to understand the entire process of the development of pro-environmental purchase behavior, a more comprehensive theoretical framework is required. Combining the TPB with the VBN Theory provides such a comprehensive theoretical framework. Moreover, the presented model incorporates green perceived value and green Skepticism to predict pro–environmental purchase behavior strongly and to tackle the puzzle like green marketing myopia meticulously. It suggests that pro – environmental purchase behavior may be strongly predicted by pro- environmental purchase intention, green perceived value and green skepticism. The implications of this framework for theory and practice are discussed, as directions for future research, which would be of use to researchers and practitioners in the societal marketing field.
Highlights
Environmental problems such as global warming and pollution are identified and rationalized as more important global issues and make both individuals and organizations take measures for the preservation of the environment (Lobler, 2017)
Environmental problems initiated the environmental issues with marketing, in which environmental management and marketing are integrated to focus on proenvironmental consumerism especially in the hyper competitive environment
Researchers in this work mainly concentrate on the main puzzle as Valueaction – gap in green consumerism to enhance the predictability of the proenvironmental purchase behavior
Summary
Environmental problems such as global warming and pollution are identified and rationalized as more important global issues and make both individuals and organizations take measures for the preservation of the environment (Lobler, 2017). Cultural value orientations in developing countries are different from those of developed countries (Bailey et al, 2016) These days, environmental issues are viewed as the pressing problems among many Consumers, Policy Makers, Environmentalists, Government and NonGovernmental bodies. This is why, the practice of green marketing and the theme as “Going green” are extending to the Asian region where environmental threats are damaging the welfare of the society and citizens (D’Souza et al, 2015). Based on the above underpinnings, researchers intend to develop the integrated model for understanding and enhancing proenvironmental purchase behavior This aspect is directed towards theories and approaches of green marketing, consumer behavior and pro-environmental purchase intention & behavior, which give basic direction to construct the model. TPB elucidates the facts that high accuracy from attitudes toward the behavior, subjective norms and perceived behavioral control are able to predict the intentions to perform behaviors of different kinds; and these intentions together with perceptions of behavioral control account for considerable variance in actual behavior. 3) Altruism and Pro-Social Behavioral Theory are utilized to explicate the facts that the personal norm is a key determinant that bridges the value action gap as a moral obligation go beyond the behavioral intention and activates the actual behavior
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