مقاله سال ۲۰۱۶

 مجله تحقیقات بازاریابی – Journal of Business Research

Pro-environmental behavior (PEB) refers to “behavior that harms the environment as little as possible, or even benefits the environment” (Steg & Vlek, 2009, p.309). Past research noted that contextual factors might impede PEB (Stern, 1999, 2000). Specifically, the lack of time, cost, and actual effort that the consumer is capable of performing, may be crucial hindrances to pro-environmental consumption choices (Grimmer, Kilburn, & Miles, 2015; Young, Hwang, McDonald, & Oates, 2010). Furthermore, Steg and Vlek (2009) postulated that the relationship between contextual factors and PEB might be mediated by intrapsychic factors such as attitudes, values, or beliefs.

ychic factors such as attitudes, values, or beliefs. This study answers calls in the literature for research on the impact of contextual factors on PEB (e.g., Steg & Vlek, 2009; Steg, Bolderdijk, Keizer, & Perlaviciute, 2014; Grimmer et al., 2015). Specifically, we set out with two goals: our first goal is to investigate the factors that underlie attitude toward PEB and determine the antecedents and impacts of attitude on PEB. Our second goal is to examine the direct effect of contextual factors on PEB, as well as their indirect effects through attitude variables. We provide empirical support to the proposition of a mediational mechanism between contextual factors and PEB, which could further explain the attitude-behavior gap or values-action gap.

uld further explain the attitude-behavior gap or values-action gap. This study contributes to the literature on PEB in three ways. First, by including the context within which pro-environmental attitudes and behaviors are formed, we provide a comprehensive delineation of the process that leads from context to behavior. For the first time, we examine context factors as subjective perceptions made by consumers about aspects of their own situation, specifically the extent to which they perceive themselves as having more or less time, money, and power (control). Second, in contrast to past research, which has generally considered one type of behavior (e.g., recycling), this research recognizes PEB as a heterogeneous, multi-dimensional construct including both public and private sphere behaviors. Private sphere PEB refers to “the purchase, use, and disposal of personal and household products that have environmental impact” (Stern, 2000, p. 409–۴۱۰) such as using automobiles, public transportation, or recycling. Conversely, public sphere PEB is defined as behavior that affects the environment directly through committed environmental activism (e.g. active involvement in environmental organizations and demonstrations) or indirectly by influencing public policies (e.g. petitioning on environmental issues) (Stern, 2000, p.409). Third, we employ structural equation modeling (SEM) which permits simultaneous analysis of all the variables in the model and measurement of direct and indirect effects. To the best of our knowledge, this is the first study that considers both private and public PEB, as well as perceived context based on aspects of consumer’s own situation to delineate the relationship between PEB, context, and attitude, using both SEM and regression-based mediation analysis.