The interrelationship between temporal and environmental orientation and pro‐environmental consumer behaviour |
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Authors: | Michael Jay Polonsky Andrea Vocino Martin Grimmer Morgan P. Miles |
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Affiliation: | 1. School of Management and Marketing, Deakin University, , Burwood, Victoria, Australia;2. School of Management, University of Tasmania, , Hobart, Tasmania, Australia |
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Abstract: | It is proposed that consumers fail to make environmentally conscious choices because they do not consider the long‐term impact of their actions. This research examines the role of consumers' temporal orientation (past and future) in regard to their environmental orientation and pro‐environmental consumer behaviour (PECB), using a representative sample of 2566 Australian respondents. The results identify that both future and past orientations are related to environmental orientation, with future orientation leading to increased levels of PECB and past orientation leading to reduced levels of PECB. Further, environmental orientation mediates the relationship between temporal orientation and PECB, suppressing the negative impact of high levels of past orientation. |
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Keywords: | Environmental behaviour time orientation pro‐environmental consumer behaviour (PECB) |
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