Consumers engaging in enduring sustainable behaviours can make sizable differences in mitigating environmental problems. However, the literature to date has focused on the intention-adoption link rather than the adoption-continuance link. The purpose of this paper was to propose a multi-stage model that captures the factors that influence consumers’ sustainable behaviours over time. The proposed model covers three stages: pre-adoption (intention), adoption (experience), and post-adoption (continuance). By critically reviewing the existing theories and empirical findings, this study suggested that intention, adoption, and continuance are distinctive stages triggered by different antecedents. Attitudes, subjective norms, perceived control, personal norms, and activism are necessary to trigger adoption intention and, then, adoption. However, post-adoption evaluation, confirmation, satisfaction, and confidence are fundamental to reinforcing continuance intentions. Continuance behaviours, in turn, are a function of continuance intentions and habit formation. Accordingly, the sustainable Intention-Adoption-Continuance model offers a superior explanation of consumer behaviour in comparison with existing theories.

Factors Affecting Consumers Sustainable Behaviour Formation: A multi-stage model

Sayed Elhoushy;
2019

Abstract

Consumers engaging in enduring sustainable behaviours can make sizable differences in mitigating environmental problems. However, the literature to date has focused on the intention-adoption link rather than the adoption-continuance link. The purpose of this paper was to propose a multi-stage model that captures the factors that influence consumers’ sustainable behaviours over time. The proposed model covers three stages: pre-adoption (intention), adoption (experience), and post-adoption (continuance). By critically reviewing the existing theories and empirical findings, this study suggested that intention, adoption, and continuance are distinctive stages triggered by different antecedents. Attitudes, subjective norms, perceived control, personal norms, and activism are necessary to trigger adoption intention and, then, adoption. However, post-adoption evaluation, confirmation, satisfaction, and confidence are fundamental to reinforcing continuance intentions. Continuance behaviours, in turn, are a function of continuance intentions and habit formation. Accordingly, the sustainable Intention-Adoption-Continuance model offers a superior explanation of consumer behaviour in comparison with existing theories.
25th Annual Conference of the Asia Pacific Tourism Association
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10278/3719912
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