The Role of Perceived Consumer Effectiveness on Value-Attitude-Behaviour Model in Green Buying Behaviour Context

Abstract

The upward trend of environmental deterioration had motivated the researchers to focus their studies towards the environmental domains both in the pro-environmental purchase and non-purchase studies. Value-Attitude-Behaviour (V-A-B) model is one of the popular models used in the environmental behavioural studies over the last few decades. Nonetheless, its application on green buying behaviour warrants future research as the nature and motivations of this behaviour are different from other general purchase-related behaviour. Recently, the concept of perceived consumer effectiveness (PCE) has been applied extensively to explain the environmental attitude and behaviour. However, past studies reported on its role on V-A-B model in the context of green buying behaviour is still limited. As such, this paper aims to review the underpinning theories together with relevant literatures and to propose an integrated framework to examine the role of PCE on the V-A-B model in future green buying behavioural studies.