Citation

Herisi, Seiyed Reza Mir Salehi and Mahdee, Junainah and Oh, Vincent Kim Seng (2024) Pro-environmental consumer behavior (PECB): An integration of protection motivation theory (PMT) and construal level theory (CLT). In: MULTIMEDIA UNIVERSITY ENGINEERING CONFERENCE 2023 (MECON2023), 26–28 July 2023, Virtual Conference.

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Abstract

This conceptual manuscript outlines the shortcomings of the dominant conception of pro-environmental consumer behavior (PECB) as an altruistic sacrifice. It argues that humans are inherently driven by self-interest, making attempts to promote PECB through altruism impractical. Additionally, viewing PECB as value-driven can result in counterintuitive outcomes, as values may delay action while environmental issues demand immediate attention. Assuming individuals prioritize their altruistic values over practicality leads to the "sacrifice fallacy" in PECB literature. Based on a comprehensive literature review, this study proposes an alternative framework (see Figure 1) that combines protection motivation theory (PMT) and construal level theory (CLT) to better explain human behavior in environmental

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Scholarly publishing
Subjects:	Z Bibliography. Library Science. Information Resources > ZA3038-5190 Information resources (General)
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	04 Dec 2024 03:09
Last Modified:	04 Dec 2024 03:09
URII:	http://shdl.mmu.edu.my/id/eprint/13219

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