Quotation Newton, Josh, Newton, Fiona, Salzberger, Thomas, Ewing, Mike. 2015. A cross-nationally validated decision-making model of environmental coaction. International Marketing Review. 32 (3/4), 350-365.




Purpose Multiple environmental behaviors will need to be adopted if climate change is to be addressed, yet current environmental decision-making models explain the adoption of single behaviors only. The purpose of this paper is to address this issue by developing and evaluating a decision-making model that explains the co-adoption, or coaction, of multiple environmental behaviors. Design/methodology/approach To test its cross-national utility, the model was assessed separately among online survey panel respondents from three countries: Australia (n=502), the UK (n=500), and the USA (n=501). In total, three environmental behaviors were examined: sourcing electricity from a green energy provider, purchasing green products, and public transport use. For each behavioral pair, participants were grouped according to whether they had enacted coaction (performed both behaviors), some action (performed either behavior), or no action (performed neither behavior). Findings Irrespective of national sample and behavioral pair, those who engaged in coaction perceived greater personal benefits from reducing their CO2 emissions than those who enacted some action or no action. Moreover, perceived consumer effectiveness was typically greater among coaction participants than those in the no action group. Finally, perceived consumer effectiveness did not differ among those who had enacted coaction or some action. Originality/value The current findings suggest that personal benefits and perceived consumer effectiveness are important motivational antecedents for the decision to engage in environmental coaction. International commercial or social marketing campaigns aimed at encouraging the adoption of multiple environmental behaviors should therefore seek to leverage these motivational factors.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal International Marketing Review
Citation Index SSCI
WU-Journal-Rating new MAR-B, STRAT-B, WH-B
Language English
Title A cross-nationally validated decision-making model of environmental coaction
Volume 32
Number 3/4
Year 2015
Page from 350
Page to 365
Reviewed? Y
URL https://www.emeraldinsight.com/doi/abs/10.1108/IMR-09-2013-0219
DOI http://dx.doi.org/10.1108/IMR-09-2013-0219
Open Access N


Salzberger, Thomas (Details)
Ewing, Mike (Monash University, Australia)
Newton, Fiona (Monash University, Australia)
Newton, Josh (Deakin University, Burwood, Australia, Australia)
Institute for Statistics and Mathematics IN (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
3925 Health sciences (Details)
5307 Business and management economics (Details)
5320 Marketing (Details)
5321 Market research (Details)
5912 Social sciences (interdisciplinary) (Details)
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