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The effect of purchase situation on realized pro-environmental consumer behavior

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  • Grimmer, Martin
  • Kilburn, Ashley P.
  • Miles, Morgan P.

Abstract

Why do pro-environmental consumers not always make pro-environmental purchases? Little research exists on the role of purchase situations (Belk, 1975). This study analyzes whether purchase situation explains why customers' intentions do not always align with their pro-environmental purchase behavior. Carrington, Neville, and Whitwell's (2010) model, that proposes situational context plays a key role in altering the trajectory of good intentions as they transfer to actual behavior, is also employed. This study empirically tests, using Australian consumers (n=772), the effect of purchase situations on the disparity between intentions and purchase behavior. The results show that purchase situation moderates the intention–behavior relationship, and that time, price, willingness to drive long distances, availability, and ease of purchase influence the relationship. The findings have theoretical implications for understanding the factors that affect consumers' purchase behavior, and practical implications for how to realize pro-environmental consumer behavior.

Suggested Citation

  • Grimmer, Martin & Kilburn, Ashley P. & Miles, Morgan P., 2016. "The effect of purchase situation on realized pro-environmental consumer behavior," Journal of Business Research, Elsevier, vol. 69(5), pages 1582-1586.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:5:p:1582-1586
    DOI: 10.1016/j.jbusres.2015.10.021
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Michal Carrington & Benjamin Neville & Gregory Whitwell, 2010. "Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers," Journal of Business Ethics, Springer, vol. 97(1), pages 139-158, November.
    3. Grimmer, Martin & Bingham, Timothy, 2013. "Company environmental performance and consumer purchase intentions," Journal of Business Research, Elsevier, vol. 66(10), pages 1945-1953.
    4. Belk, Russell W, 1975. "Situational Variables and Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 157-164, December.
    5. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
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