Abstract:
The increasing focus on environmental degradation and the actions to be taken to tackle this challenge, has created surging trend towards embracing green consumerism. Such a reality brings forward the need to understand the functionality of pro-social behaviours such as green consumerism and the barriers that hinder the ability to enable such behaviours. This concept paper is designed as a theory synthesis where an existing theoretical model is applied in the context of green consumerism to study the scenario of personal norms leading towards green consumerism. Moreover, it accommodates the moderation of price sensitivity in converting personal norms into green consumerism in a developing country. Hence, this study brings forward an investigation of literature on the evolution of consumerism and its build-up towards green consumerism, the Norm Activation Model and the price sensitivity of consumers. Through this review, a conceptual model is developed based on the Norm Activation Model to represent the formation of personal norms which lead towards green consumerism as a pro-social initiative. As per the Norm Activation Model, problem awareness which generates an ascription of obligation leads towards creating personal norms which initiate green consumerism. The model is extended to include the moderating role of price sensitivity in leading personal norms towards green consumerism as price sensitivity was identified in empirical studies to be a prominent factor among the consumers of developing countries. Through the application of this model, it is expected to address the problem of price sensitivity in developing countries being a barrier towards green consumerism through the discernment of the instigation of personal norms.
