IS SOCIAL PSYCHOLOGICAL MODEL SUFFICIENT: EMPIRICAL RESEARCH GAPS FOR UNDERSTANDING GREEN CONSUMER ATTITUDINAL BEHAVIOUR

Abstract

Many theoretical models and frameworks have been developed to explain the gap between consumer's environmental awareness, knowledge, attitudes and behaviour. These models explain the intent and impact on the antecedents (e.g., Value, Beliefs/Attitudes, and Norms) of green consumer behavioural intention and actual green consumer behaviour. All the models explain in this study have some validity in certain circumstances. However, most of the study findings have been inconclusive and no definitive explanation of them. This study aims to describe and analysis the main characteristics of key social psychological attitudinal-behavioural models on green marketing literature and determine the empirical research gap in current issues of green consumer research, specially to improve our understanding of the subject. Therefore, this study referred more than 40 articles & some books on green behaviour which were focusing on attitude-behaviour models and frameworks. The results will help to determine new consumer behaviour multifaceted areas for marketing researchers.

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