Examining Drivers of Environmentally Conscious Consumer Behavior: Theory of Planned Behavior Extended with Cultural Factors

The growing evidence of rapid urbanization and fast growth of consumption is forcing policymakers and researchers to play an active role in reducing sustainability burdens and preserving environmental wellness for future generations. Considering that environmental degradation interests people around the world and that the existent literature shows limited research works conducted in developing countries, this paper aims to investigate some predictors of environmentally conscious consumer behavior through a study conducted in a developing country (Tunisia). A conceptual framework was developed as an extension of the theory of planned behavior (TPB) and aims to shed light on the direct relationships between environmentally conscious consumer behavior and its predictors, which are environmental concern, perceived consumer effectiveness, and willingness to be environmentally friendly. The moderating roles of cultural factors (collectivism, long-term orientation) in these relationships were also examined. The findings of quantitative data collected through a web survey and analyzed through the structural equation modeling method (SEM) revealed that environmental concern, perceived consumer effectiveness, and willingness to be environmentally friendly are important motives for environmentally conscious consumers’ behavior. The cultural factor collectivism significantly strengthens the relationships between environmentally conscious consumer behavior and its predictors. The moderating role of long-term orientation is also positive but too weak. This study is among the few studies that adopt TPB in the context of environmental conscious consumption and examine the direct relationships between behavior and its predictors without the mediation of intention. It also extends the TPB by assessing the moderating role of cultural factors. The results of this study offer relevant managerial recommendations for marketers to promote favorable attitudes toward environmental issues and implement relevant strategies to the benefit of the environment and people. Understanding the moderating role of culture can also help managers to promote environmentally conscious behaviors in other countries.