Explaining the environmentally-sustainable consumer behavior: a social capital perspective

The purpose of this study is to examine the effects of social capital within a community on the adoption of consumer eco-behaviour or environmentally sustainable behaviour of consumers. The authors draw on the behavioural perspective model (BPM) of consumer behaviour and social capital theory in arguing that social capital shapes a consumer’s knowledge of environmental issues and pro-environmental attitudes, which in turn influence a consumer’s perceived capability to engage in eco-behaviour.

This study uses partial least squares approach to structural equation modelling of survey data involving 1,044 consumers in the Philippines. It involves testing of a measurement model to examine the validity and reliability of the constructs used in the study. This is followed by testing of the structural models to test the hypothesised relationships of the constructs.

The results suggest the substantive influence of social capital on environmental knowledge, pro-environmental attitudes and eco-capability. Both knowledge and attitudes have positive effects on eco-capability, which in turn positively shapes eco-behaviour.

Future studies can examine how social capital as a multi-dimensional construct impacts context-specific consumer behaviour.

Social and environmental marketing may focus on social network activation to encourage eco-behaviours of consumers.

Findings highlight the role of social capital within one’s community as a resource channel to encourage environmentally responsible consumer behaviour.

The study extends the BPM by offering a social capital view as a more nuanced explanation of consumer eco-behaviour.