EXPRESS: The Predictor Role of Perceived Consumer Effectiveness and Environmental Concern in Consumer Green Behavior: A Meta-analysis with Cultural-level Moderators

Consumers do not always act in accordance with their environmental concerns and intentions. Researchers have posited that Perceived Consumer Effectiveness (PCE), or the belief that one’s behaviors are efficacious in ameliorating environmental impact, is a more appropriate explanatory variable. Yet, there have been contrasting results regarding the comparative effect of PCE, environmental concern, and intentions on green behavior. To address this question and to better understand the generalizability of the results to multiple cultures, the authors integrate PCE and environmental concern into a theoretical model based on the Theory of Planned Behavior. The results from a meta-analysis consisting of 118 studies, and 813 effect sizes, and 26,968 respondents reveal several key insights. First, cultural characteristics, such as power distance, masculinity, indulgence, and uncertainty moderate the relationship between PCE and green behavior. Second, contrary to prevailing assumptions, both PCE and environmental concern exhibit similar magnitudes in explaining overall green behavior. Third, a model with PCE and environmental concern demonstrates greater explanatory power for green behavior when compared to the traditional Theory of Planned Behavior model. These results offer valuable insights for researchers, managers, non-governmental organizations, and policymakers seeking culturally nuanced guidance to promote consumer green behavior more effectively.