Role of parasocial interaction and planned behaviour theory in consumption restriction intentions

Parasocial interaction (PSI) which defines relationships between influencers and consumers, is also a determiner of successful marketing initiatives. In essence, it contradicts environmental and societal concerns of communities regarding inordinate buying behaviours of consumers. This conundrum represents a rarely studied research area and constitutes the main motivation of the present paper that seeks to reveal how PSI and theory of planned behaviour (TPB) impact consumption restriction intentions. Drawing from social cognitive theory, this study identifies the PSI and TPB as exogenous and endogenous factors, and investigates their impact on consumption restriction intentions of consumers. Results aver that TBP is a rudimentary element for consumption restriction intention. Contrary to expectations, PSI demonstrated insignificant effect on intention. But it is also found that isolated PSI negatively impacts consumption restriction intentions on low media/celebrity influence condition. This study paves a new path for PSI-behavioural intention studies by exclusively focusing on pro-environmental intentions.