Comparing the temporal stability of behavioural expectation and behavioural intention in the prediction of consumers pro-environmental behaviour

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Authors

Mahardika, Harryadin
Thomas, Dominic
Ewing, Michael Thomas
Japutra, Arnold

Journal Title

Journal ISSN

Volume Title

Publisher

Elsevier

Abstract

Pro-environmental behaviour is a salient concern in contemporary society. However, consumers often overstate their intention to purchase pro-environment products. Prior research has focused on intentions as a predictor of actual behaviour. This study directly compares two distinct predictors of behaviour, behavioural expectation (BE) and behavioural intention (BI), to explain whether differences in the way in which consumers’ mental judgments are measured act as a barrier to understanding pro-environmental behaviour change. Findings confirm that BE has a higher temporal stability than BI, potentially accounting for the greater predictive ability of the former. One key reason for this finding is that subjects may overestimate their likelihood to act when responding to BI questions. Thus, this paper confirms that BE has a higher temporal stability than BI, and therefore, superior predictive ability. TRA/TPB researchers in particular should consider BE ahead of BI as an immediate predictor of pro-environmental and other behaviours.

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Keywords

Pro-environmental behaviour, Predictors of behaviour, Behavioural expectation (BE), Behavioural intention (BI)

Sustainable Development Goals

Citation

Mahardika, H., Thomas, D., Ewing, M.T. et al. 2019, Comparing the temporal stability of behavioural expectation and behavioural intention in the prediction of consumers pro-environmental behaviour', Journal of Retailing and Consumer Services, vol. 54, art. 101943.