Promoting Green Consumption

In order to better promote consumer environmental behaviour, researchers make significant efforts in developing suitable marketing strategies and interventions that will influence consumers more effectively. Many studies on behavioural research have demonstrated that traditional continuum models of behavioural change (e.g. the Theory of Planned Behaviour) have good explanatory power across a wide variety of decision-making contexts. Although the TPB explains the variance in behavioural intentions and actual behaviour reasonably well, it does not provide a complete account of actual behaviour. This thesis thus incorporates the TPB model into Self-Determination Theory and Planning to investigate elements that most prominently drive consumer environmental behavior. Using a longitudinal study with three related phases (cognitive, motivational and volitional phase) across three environmentally studies (public transport, organic vegetables and free-range eggs) was examined to identify the factors that better predict environmental behaviour. The findings of this thesis reveal key factors in each of three phases to directly and/or indirectly influence consumers' environmental behaviours.