Pregled determinanti i barijera ekološki odgovornog ponašanja potrošača
AN OVERVIEW OF THE DETERMINANTS AND BARRIERS OF ENVIRONMENTALLY RESPONSIBLE CONSUMER BEHAVIOR

Author(s): Tamara Rajić, Jelena Krstić, Marina Zoroja
Subject(s): Economy, Sociology, Political Ecology
Published by: Институт друштвених наука
Keywords: green behavioral intentions; Theory of Planned Behaviour; green intention behavior gap
Summary/Abstract: The aim of this paper is to provide an overview of the key determinants of consumers’ environmentally responsible intended behavior, primarily the intentions to purchase and use green products and services, and factors that lead to the gap between the intended and actual behavior. The key determinants of and barriers to green consumer behavior were derived from a review of 37 research papers that were published in international academic journals in the period between 2010 and 2020. The review of the literature indicates that the foundation for the majority of earlier empirical studies was the Theory of Planned Behavior as. In addi- tion to positive attitudes towards green behavior, subjective norms and perceived behavioral control, some of the most commonly proven determinants of green behavioral intentions are environmental concern, environmental knowledge, perceived consumer effectiveness, green self-identity, and emotions towards green products. Previous research indicates that the unavailability of green products at the point of sale and high price of green products are the most common barriers that prevent the progression of the intended into actual green consumer behavior. Overview of the key determinants of ecologically responsible consumer behavior may indicate opportunities for further research in green consumer behavior and provide useful information to marketers and policymakers who are oriented towards stimulating sustainable consumption.

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