A meta-analytic integration of the theory of planned behavior and the value-belief-norm model to predict green consumption

Abstract

Purpose

This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.

Design/methodology/approach

By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.

Findings

VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.

Research limitations/implications

The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.

Practical implications

The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.

Originality/value

This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.

Citation

Jebarajakirthy, C., Sivapalan, A., Das, M., Maseeh, H.I., Ashaduzzaman, M., Strong, C. and 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, Vol. 58 No. 4, pp. 1141-1174. https://doi.org/10.1108/EJM-06-2021-0436