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


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
JournalJournal of Business Research
Early online date31 Jan 2020
Publication statusE-pub ahead of print - 31 Jan 2020


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

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