| Abstract: | Theoretical and empirical evidence from the environmental psychology and related literatures are used to develop a model for explaining consumers’ willingness to perform environmentally friendly behaviour. Environmental concern and perceived psychological consequences of environmentally friendly behaviour are posited as key determinants of willingness. Hypothesized antecedents of these are also included in the model, which is tested using structural equation modelling on data from a sample of 232 consumers collected in the Eastern Province of Saudi Arabia. The results indicate that the key determinant of willingness is perceived psychological consequences, which in turn is significantly determined by past behaviour. A hypothesized effect of environmental concern on willingness is not significant, although concern is itself significantly determined by perceived psychological consequences. Other positive determinants of concern are environmental knowledge and perceived seriousness of threats to the global environment. Substantive and methodological implications of the findings are outlined and discussed. |
