ENCOURAGING PRO-ENVIRONMENTAL BEHAVIOR THROUGH CONSUMER INNOVATIVENESS
Rini Kuswati (a*), Bernardinus M. Purwanto (b)

a) Universitas Muhammadiyah Surakarta,
Jl. Tromol Pos I Pabelan Surakarta,57102. Indonesia.
* rk108[at]ums.ac.id
b) Universitas Gadjah Mada,
Jl. Sosio Humaniora No.1, Bulaksumur Yogyakarta 55281. Indonesia.

Abstract

Environmental issues are important in the context of sustainability development goals (SDGs). Pro-environmental is an idea with a new paradigm that is able to influence consumer lifestyles. As a relative new concept or idea, pro-environmental becomes the consumers challenge to adopt and apply it to be a part of lifestyle. It shows that pro-environmental behavior (PEB) becomes a challenge for researchers. The aim of this literature review is to describe the PEB and the antecedents of PEB. Theories that explain the PEB include Value Belief Norm Theory, Theory of Planned Behavior, Ecological theory, Attitudinal-Behavior-Context Theory, etc. While the antecedents of PEB are consumer innovativeness, values, belief, attitudes to pro environmental behavior, age, gender, income, level of education and others. This literature review presents an opportunity for researchers to conduct validation testing of PEB instruments, which are unidimensional or multidimensional. Consumer innovativeness as an alternative predictor of PEB becomes an opportunity for researchers to explore in further research. The gap theory of consumer innovativeness arises with the existence of several different theoretical standpoints that explain consumer innovativeness.

Keywords: Pro-Environmental Behavior , sustainability consumer behavior, PEB, antecedents pro-environment behavior, Consumer Innovativeness

Topic: Marketing Management