BRIDGING THE INTENTION-BEHAVIOR GAP IN GREEN CONSUMER BEHAVIOR : TOWARD AN INTEGRATIVE FRAMEWORK
Keywords:
Green Consumer Behavior, Sustainable Consumption, Green Purchase Intention, Pro-Environmental Behavior, Intention-Behavior Gap
Abstract
Objectives: This study seeks to analyze the factors and underlying mechanisms that influence green consumer behavior, while pinpointing significant conceptual deficiencies in the current literature. The emphasis is on sustainable consumption, highlighting the interaction among psychological, social, and contextual factors that influence consumer behavior. Methodology: A systematic literature review methodology was implemented, employing Publish or Perish (PoP), VOSviewer (VV), and the PRISMA 2020 framework to provide a transparent and organized selection process. A literature search utilizing keywords including green consumer behavior, green buying behavior, green purchase intention, sustainable consumption, and pro-environmental behavior yielded 200 articles from the Scopus database via PoP. The dataset was examined with VOSviewer to delineate research structures and patterns, and then underwent PRISMA screening, resulting in 25 pertinent empirical investigations. Findings: The results demonstrate that human characteristics, psychological mechanisms, and contextual conditions are strongly interconnected in influencing green consumer behavior; however, their integration remains inadequate in existing research. Suggestion: This study fills this gap by presenting an integrated conceptual framework that provides a more thorough, contextually relevant understanding of green consumer behavior.
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Dong, X., Jiang, B., Zeng, H., & Kassoh, F. S. (2022). Impact of trust and knowledge in the food chain on motivation-behavior gap in green consumption. Journal of Retailing and Consumer Services, 66. https://doi.org/10.1016/j.jretconser.2022.102955
Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133(May), 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070
Essiz, O., Yurteri, S., Mandrik, C., & Senyuz, A. (2023). Exploring the Value-Action Gap in Green Consumption: Roles of Risk Aversion, Subjective Knowledge, and Gender Differences. Journal of Global Marketing, 36(1), 67–92. https://doi.org/10.1080/08911762.2022.2116376
Frommeyer, B., Wagner, E., Hossiep, C. R., & Schewe, G. (2022). The utility of intention as a proxy for sustainable buying behavior – A necessary condition analysis. Journal of Business Research, 143, 201–213. https://doi.org/10.1016/j.jbusres.2022.01.041
Ghaffar, A., Zaheer Zaidi, S. S., & Islam, T. (2023). An investigation of sustainable consumption behavior: the influence of environmental concern and trust in sustainable producers on consumer xenocentrism. In Management of Environmental Quality: An International Journal (Vol. 34, Issue 3, pp. 771–793). emerald.com. https://doi.org/10.1108/MEQ-05-2022-0153
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Han, M. S., Hampson, D. P., Wang, Y., & Wang, H. (2022b). Consumer confidence and green purchase intention: An application of the stimulus-organism-response model. Journal of Retailing and Consumer Services, 68(March), 103061. https://doi.org/10.1016/j.jretconser.2022.103061
Han, W., Wang, Y., Zhang, S., & Jiang, Y. (2023). Internalizing Social Norms to Promote Pro-environmental Behavior: Chinese Tourists on Social Media. Journal of China Tourism Research, 19(3), 443–466. https://doi.org/10.1080/19388160.2022.2085835
Harzing, A. W. (n.d.). Publish or Persih.2007. 2019. https://harzing.com/resources/publish-or-perish
Helferich, M., Thøgersen, J., & Bergquist, M. (2023). Direct and mediated impacts of social norms on pro-environmental behavior. In Global Environmental Change (Vol. 80). Elsevier. https://doi.org/10.1016/j.gloenvcha.2023.102680
Innocenti, M., Santarelli, G., Lombardi, G. S., Ciabini, L., Zjalic, D., Di Russo, M., & Cadeddu, C. (2023). How Can Climate Change Anxiety Induce Both Pro-Environmental Behaviours and Eco-Paralysis? The Mediating Role of General Self-Efficacy. International Journal of Environmental Research and Public Health, 20(4). https://doi.org/10.3390/ijerph20043085
Institute, T. J. B. (2017). The Joanna Briggs Institute Critical Appraisal tools for use in JBI Systematic Reviews.
Jebarajakirthy, C., Sivapalan, A., Das, M., Maseeh, H. I., Ashaduzzaman, M., Strong, C., & Sangroya, D. (2024). A meta-analytic integration of the theory of planned behavior and the value-belief-norm model to predict green consumption. European Journal of Marketing, 58(4), 1141–1174. https://doi.org/10.1108/EJM-06-2021-0436
Koch, J., Frommeyer, B., & Schewe, G. (2022). Managing the transition to eco-friendly packaging – An investigation of consumers’ motives in online retail. Journal of Cleaner Production, 351. https://doi.org/10.1016/j.jclepro.2022.131504
Kumar, N., Garg, P., & Singh, S. (2022a). Pro-environmental purchase intention towards eco-friendly apparel: Augmenting the theory of planned behavior with perceived consumer effectiveness and …. Journal of Global Fashion Marketing. https://doi.org/10.1080/20932685.2021.2016062
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2026-08-10
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Arsyad, A., Punu, L. B., Tuko, E. C., Rahmawati, R., & Hudayah, S. (2026). BRIDGING THE INTENTION-BEHAVIOR GAP IN GREEN CONSUMER BEHAVIOR : TOWARD AN INTEGRATIVE FRAMEWORK. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(2), 1555-1582. https://doi.org/10.31955/mea.v10i2.7650
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