The effect of purchase situation on realized pro-environmental consumer behavior

Martin Grimmer, Ashley P. Kilburn, Morgan P. Miles

Research output: Contribution to journalArticlepeer-review

54 Citations (Scopus)
6 Downloads (Pure)


Why do pro-environmental consumers not always make pro-environmental purchases? Little research exists on the role of purchase situations (Belk, 1975). This study analyzes whether purchase situation explains why customers' intentions do not always align with their pro-environmental purchase behavior. Carrington, Neville, and Whitwell's (2010) model, that proposes situational context plays a key role in altering the trajectory of good intentions as they transfer to actual behavior, is also employed. This study empirically tests, using Australian consumers (n = 772), the effect of purchase situations on the disparity between intentions and purchase behavior. The results show that purchase situation moderates the intention-behavior relationship, and that time, price, willingness to drive long distances, availability, and ease of purchase influence the relationship. The findings have theoretical implications for understanding the factors that affect consumers' purchase behavior, and practical implications for how to realize pro-environmental consumer behavior.
Original languageEnglish
Pages (from-to)1582-1586
Number of pages5
JournalJournal of Business Research
Issue number5
Publication statusPublished - 01 May 2016


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