Investigating the antecedents of pro-environmental customer behavior: the role of gender in the food industry

Journal of Consumer MarketingJun 20, 2025

Investigating the antecedents of pro-environmental customer behavior: the role of gender in the food industry

Abstract

Purpose This study aims to address the factors that promote pro-environmental behavior (PEB) of the customer. This study also investigates whether men and women have the same motivation toward environmentally friendly behavior. The major antecedents of PEB are explained using the norm activation model, signaling theory, self-efficacy theory and socialization theory. Design/methodology/approach Responses were solicited from patrons who had visited a dessert café. An online Internet search firm was used for data collection. A total of 563 usable responses were available for analysis. All items were measured using existing scales that were modified/adopted for the purposes of this study. The sample for the study was evenly distributed in terms of gender and 85% of the respondents had visited the dessert café more than once in the past month. Partial least squares - structural equation modeling and necessary condition analysis with SmartPLS program were used to analyze the relationship between the hypothesized constructs. Findings The findings show that sense of obligation to take pro-environment actions and perceived effectiveness were found to influence pro-environmental customer behavior in both male and female groups. Second, the results showed that third-party certification impacts pro-environment customer behavior in the male group. The findings also show that sense-of-obligation and perceived effectiveness are determinants and necessary conditions of pro-environmental customer behavior in both males and females. Meanwhile, third-party certification is only a determinant and necessary condition in males. However, dessert café eco-friendly behavior is not a determinant, but a necessary condition in males. Originality/value This study addresses the factors that promote PEB of customers in the retailing and beverage industry that differ by gender.

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