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Predicting consumer pro-environmental behavioral intention

Predicting consumer pro-environmental behavioral intention PurposeThe purpose of this paper is to study the role of religiosity in consumer pro-environmental behavioral intention (CPEBI). Consumer pro-environmental value, knowledge, concern and attitude predict CPEBI; however, previous findings are neither consistent about their predictabilities nor clear about the order of importance of these predictors. Further, while religiosity has the potential to affect values, beliefs, attitudes and behaviors, its role in CPEBI research has been neglected.Design/methodology/approachData are collected from a sample of 306 respondents from Oman, an Islamic country with mostly Muslim consumers, and analyzed using a neural network model.FindingsThis study finds that the most important predictors of CPEBI, in order of importance, are attitude, concern, knowledge, religiosity and value. Further, results indicate that religiosity moderates the impacts of, in order of importance, attitude, value, concern and knowledge on CPEBI.Research limitations/implicationsBoth businesses and policy makers can prioritize intervention strategies according to the importance of the predictors and can leverage faith-based messages and programs for promoting CPEBI toward creating a better environment for all.Originality/valueDetermining the predictabilities of psychological factors and their interactions with religiosity to predict CPEBI in Islamic countries is necessary for promoting environmentally friendly products in Islamic countries and for reducing the ecological damage to the environment. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Review of International Business and Strategy Emerald Publishing

Predicting consumer pro-environmental behavioral intention

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2059-6014
DOI
10.1108/RIBS-03-2017-0022
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to study the role of religiosity in consumer pro-environmental behavioral intention (CPEBI). Consumer pro-environmental value, knowledge, concern and attitude predict CPEBI; however, previous findings are neither consistent about their predictabilities nor clear about the order of importance of these predictors. Further, while religiosity has the potential to affect values, beliefs, attitudes and behaviors, its role in CPEBI research has been neglected.Design/methodology/approachData are collected from a sample of 306 respondents from Oman, an Islamic country with mostly Muslim consumers, and analyzed using a neural network model.FindingsThis study finds that the most important predictors of CPEBI, in order of importance, are attitude, concern, knowledge, religiosity and value. Further, results indicate that religiosity moderates the impacts of, in order of importance, attitude, value, concern and knowledge on CPEBI.Research limitations/implicationsBoth businesses and policy makers can prioritize intervention strategies according to the importance of the predictors and can leverage faith-based messages and programs for promoting CPEBI toward creating a better environment for all.Originality/valueDetermining the predictabilities of psychological factors and their interactions with religiosity to predict CPEBI in Islamic countries is necessary for promoting environmentally friendly products in Islamic countries and for reducing the ecological damage to the environment.

Journal

Review of International Business and StrategyEmerald Publishing

Published: Sep 4, 2017

References