Transcending Linearity in Understanding Green Consumer Behaviour: A Social–Cognitive Framework for Behaviour Changes in an Emerging Economy Context

Awareness and understanding of green consumer behaviour (GCB) in emerging economies can increase consumer participation in green initiatives, leading to better product and behavioural choices and protecting scarce resources. Therefore, consumers should actively change their daily habits, lifestyle, and behaviour choices. A transdisciplinary critical realism approach can complement current knowledge on green consumer behaviour theories, which can layer behaviour change as a circular feedback process. Our approach could surpass linearity and rational decision-making—embracing the power of sustainable daily habits. We reviewed green consumer behaviour theories and identified the social cognitive theory (SCT) to support our approach. Hence, we employed an integrative review of applied SCT and green consumer behaviour. Findings suggest GCB as a reciprocal process with behaviour not only the outcome but an integral part of the process, as are personal and external determinants, existing in laminated layers of meaning that transcend the obvious. Finally, we propose a novel adapted framework that considers critical constructs that warrant investigation of an emerging economy context to identify consumers’ challenges that impede behavioural change. Recommendations include segmenting consumers through pro-environmental self-identity, consumer personalities, and daily habits, which can help target consumers with appropriate messages and interventions to encourage greener lifestyles.