Pro-Environmental Motivation and Intent in an Emerging Market Context

Empirical evidence regarding pro-environmental motivation and intent almost exclusively addresses conditions in First-world scenarios. This study examines the role of motivational factors in emerging consumers’ environmentally significant intent and highlight the relevance of awareness of environmental issues, moral norms, guilt, subjective norms, attitudes and perceived behavioral control.


Nadine Sonnenberg and Alet C. Erasmus (2013) ,"Pro-Environmental Motivation and Intent in an Emerging Market Context", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Nadine Sonnenberg, University of Pretoria, South Africa
Alet C. Erasmus, University of Pretoria, South Africa


NA - Advances in Consumer Research Volume 41 | 2013

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