One for all doesn’t Work: Micromanaging Pro-environmental Behaviour

Abstract

This study aims to identify the flaws in current theories and present reasons for their failure. Despite all the efforts, the adaptability of products with sustainability elements remains low. This study analyzed some reasons for low adoption and evaluated the planned behaviour, norm activation model, and goal-framing theory. The study reviewed literature that discussed the critics of all three theories mentioned above. Based on the literature assessment, we have provided some guidelines for a way forward in pro-environmental studies related to consumer behaviour. Some suggestions are also provided to increase the adoption of such products, including, using factors of these theories in conjunction. This study also recommends a proposed solution for the consumers’ low adoption of environmentally friendly products. It is stressed in the study that the three main theories discussed in the pro-environmental area are not enough to understand or gauge consumer behaviour fully. Hence, there is a need to have a holistic approach for viewing and checking consumer behaviour of sustainable consumption.