Role of Psychological Distance on Consumer Pro-Environmental Behavior in Climate Change Mitigation
(A2025-126155)

AUTHORS

Dr Md Nekmahmud, Assistant Professor, Department of Marketing and International Business, School of Business and Economics, North South University, Bangladesh

ABSTRACT

This study examines consumer pro-environmental behavior and loyalty to energy-efficient appliances to mitigate the effects of climate change. This study develops a behavioral model to understand better how consumers perceive climate change and how their subjective psychological distance cognitively interprets objects, influencing their purchase behavior for energy-efficient appliances. A structural equation model was applied to explore the model and hypotheses for 1020 valid respondents from developing country Bangladesh. Findings reveal that proximal psychological distance has a significant positive relationship with environmental ethics, self-responsibility, environmental attitude, social responsibility, moral norms, and behavior intention. Nevertheless, proximal psychological distance, self-responsibility, and moral norms are insignificant to consumer loyalty. To our knowledge, it is the first empirical study in Bangladesh to comprehensively explain consumer purchasing behavior intention and loyalty to energy-efficient appliances. Theoretical and managerial contributions of consumers' pro-environmental behavior in climate change mitigation are discussed.