Pro-environmental Purchasing Behavior of Consumers

This study aims to examine the value of personal norms in addition to the theory of planned behavior (TPB) variables (i.e., attitude toward behavior, subjective norm, perceived behavioral control, and behavioral intention) in explaining consumers’ pro-environmental purchasing behavior. The hypotheses and model were formulated and tested with structural equation modeling using the data from 281 consumers who are active members of a U.S.-based recycling company. Model fit statistics indicate a good fit of empirical data and model structure for pro-environmental purchasing behavior. The findings suggest that while personal and subjective norms, attitudes toward behavior, and intention explain consumers’ pro-environmental purchasing behavior, perceived behavioral control does not have any power in explaining behavior-related intention. Policy makers and marketing professionals are advised to adopt various social and sustainability marketing strategies that focus on communicating different normative aspects of purchasing decisions to promote pro-environmental consumer behaviors. The normative concerns covered in the environmental behavior studies are mostly limited to “subjective norms” as represented in the TPB, which has been widely adopted in the behavioral studies. By extending the TPB with “personal norms,” this study contributes to the better explanation of environmentally relevant purchase behaviors of consumers.