Abstract
The present study investigates the impact of consumer optimism and consumer pessimism on the adoption of pro-environmental consumption behaviour. It also measures the direct and indirect effect of consumer optimism and consumer pessimism on the adoption of pro-environmental consumption behaviour through a mediator—environmental concern. A large number of studies envisaged the relationship between traits and pro-environmental behaviour, a limited number of studies attempted to model the interplay amongst optimism and pessimism with pro-environmental behaviour and none in a developing country context. The current study employs a positivistic approach using an online survey method to measure the life orientation of Indian consumers towards the adoption of environment-friendly products. Amazon Mechanical Turk (an online crowd sourcing place) was used to source data from Indian consumers.
A research model is proposed and seven hypotheses formulated related to path relationships between predictor and criterion variables. The model and hypotheses were empirically tested using exploratory factor analysis, structural equation modelling, and mediation effect. The study reveals that optimistic consumers are more prone to adopt pro-environmental consumption behaviour while on the contrary, pessimistic consumers less so. The mediation analysis suggests that pessimistic consumers will consume green products if they are high on environmental concern. Further, the study confirmed the gap between attitude and behaviour. Future researchers in the area of environmental marketing should aim to fill this void by replicating similar study in other contexts. The research has both managerial and policy implications. It suggests how to approach opinion leaders/social leaders and convince them to encourage adoption of green products to their opinion seekers.
The present research has two major theoretical contributions to the compendium of knowledge: First, the pessimistic consumer needs environmental concern to adopt green products. Secondly, environmental concern acts as a mediator between the relationships— 1) consumer optimism and pro-environmental consumption behaviour and 2) consumer pessimism and pro-environmental consumption behaviour.