Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness

Hawazin Alzubaidi, Emma Louise Slade, Yogesh K. Dwivedi

Research output: Contribution to journalArticle (Academic Journal)peer-review

134 Citations (Scopus)
45 Downloads (Pure)


Major environmental issues facing our planet are considered to be partly rooted in consumer overconsumption that has resulted from high economic growth. Pro-environmental behaviours (PEBs) have been studied extensively in developed Western countries but more research is needed in developing non-Western countries. Additionally, there are increasing calls for research providing broader theoretical and behavioural explanations of consumers’ intentions to adopt PEBs. Therefore, the aim of this research was to examine the factors affecting consumers’ PEBs in Saudi Arabia. Quantitative data (n=613) were collected using a survey method. The proposed conceptual model and associated hypotheses were tested using structural equation modelling. The results revealed that consumers’ intentions to adopt direct- and indirect-PEBs are affected by innovativeness, materialism, perceived consumer effectiveness, and environmental concern, but not by social influence. Evidence was also found of differences between younger and older respondents. These findings can be used to formulate effective marketing strategies to benefit the environment, society, and sustainable companies in the country.
Original languageEnglish
Article number122
Pages (from-to)685-699
Number of pages15
JournalJournal of Business Research
Early online date31 Jan 2020
Publication statusPublished - 1 Jan 2021

Bibliographical note

Funding Information:
With thanks to Umm Al-Qura University for financially supporting this research.

Publisher Copyright:
© 2020 Elsevier Inc.


  • pro-environmental behaviour
  • theory of planned behaviour
  • materialism
  • innovativeness
  • age
  • Saudi Arabia


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