Encouraging pro-environmental consumption behaviour amongst Gen-Y consumers: right messages to different consumers?

Abstract

PurposeMedia information is often considered critical to foster pro-environmental consumption behaviours (PECB). However, empirical evidence was inconsistent about the impact of environmental information exposure on the behaviours. Thus, the study aims to clarify that impact by investigating three different types of environmental information. Moreover, the study posited that consumers who hold different environment-related values may be receptive to and influenced differently by these types of information.Design/methodology/approachSurvey data were collected from 259 Gen-Y consumers in urban areas. The data were analysed for measure reliabilities and validities before hypotheses were tested using ordinary least squares (OLS) regressions.FindingsThe results revealed that the environmental problem-, action- and effectiveness-related information exposure affects pro-environmental personal norms (PNs) which then influence the behaviours. More importantly, the influences of action-related information and effectiveness-related information on PNs were moderated differently by egoistic values held by consumers.Originality/valueThe study contributes to the literature by highlighting the importance of information-value congruence in designing effective media campaigns.