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This study aims to develop a predictive model of consumer behaviour in the context of environmental purchases. Each of three environmental behaviours consisting of 250 respondents was collected in Australia using a short-term longitudinal survey. This research is novel in several ways. First, the article investigates the influence of self-determination on the relationship between the two normative components of attitude and behavioural intentions, which represent the integration of the Theory of Planned Behaviour and the Self-Determination Theory, to provide a nuanced understanding of the effects of intrinsically based motivation and extrinsically based motivation on behavioural intentions. Second, our work highlights the important role that planning plays in the translation of behavioural intentions into behaviour. The results show that the behaviour of consumers who report high levels of self-determination is strongly predicted by personal norms. Meanwhile, planning is a significant mediator of the effect of consumers’ intentions on performing a given behaviour.
Huang et al. (Fri,) studied this question.