A Meta-Analysis on Application of Protection Motivation Theory Toward Green Purchase Behaviour

Nowadays, consumers are more aware about green consumption, which has become more and more popular. In addition, some areas have adopted behavioural theories, such as the TPB or the TRA, to examine output and study consumers’ conduct toward green purchasing. Sustainable purchase figures in some countries went down because of high prices or disbelief about green products and a decreased amount of bought these commodities. The emergence of new measures to encourage the green consumption tendencies of consumers is imperative. The novelty approach is to use marketing tactics that stress the risks and guide consumers to use green products. This study is implemented to review previous studies that use the protection motivation theory for green consumption. The research methodology uses a meta-analysis with a systematic review, and data are extracted from reliable sources like Scopus, ISI, etc. In summary, the screening and review process clarified that green consumption could be effectively regulated by other protection motivation conception such as severity, vulnerability, maladaptive rewards, self-efficacy, response efficacy and response costs; thus, these components should be pondered to explore consumers’ buying behaviour. In light of the results, the authors uncovered shortcomings in previous research and provided theoretical and managerial implications for succeeding research and green firms.