How regulatory focus shapes pro-environmental behaviour: evidence from Portugal. Issue 3 (12th February 2023)

• Record Type: Journal Article
• Authors: Coelho, Filipe; Cruz, Luís; Pereira, Maria C.; Simões, Paula; Barata, Eduardo
• Is Part Of: Journal of marketing management. Volume 39:Issue 3/4(2023)
• Page Start: 167
• Page End: 192
• Publication Date: 2023-02-12
• Subjects: Regulatory focus -- materialism -- perceived consumer effectiveness -- perceived financial strain -- pro-environmental behavior; Marketing -- Management -- Periodicals; Marketing -- Management; Periodicals; 658.8005
• DOI: 10.1080/0267257X.2022.2092195
• Languages: English
• ISSNs: 0267-257X

Abstract

ABSTRACT: This study predicts an indirect relationship between regulatory focus and pro-environmental behaviour. In doing so we advance the incipient and conflicting literature on the relationship between regulatory focus and pro-environmental behaviour, predicting both positive and negative channels for the dissemination of regulatory focus effects on environmentally-friendly behaviour. The results, based on data collected from 925 individuals, show that the effects of both regulatory orientations on pro-environmental behaviour are completely mediated by the predicted mechanisms. Both promotion and prevention show an indirect positive relationship with environmentally-friendly behaviour, but this depends on the specific type of environmental behaviour. Moreover, the results suggest that both promotion and prevention affect pro-environmental behaviour through positive and negative channels.