Predicting Pro-environmental Behaviors of Green Electronic Appliances’ Users

Grounded in the Stimulus-Organism-Response (SOR) model, current study examines direct and indirect impact of green advertisement as an external stimulus pro-environmental self-identity perceived environmental responsibility internal stimuli on consumers’ behaviors via underlying mechanism their engagement sustainable consumption for electronics. A quantitative research approach with a snowball sampling technique was applied to collect data from 477 consumers buying using Data were analyzed Partial Least Square Structural Equation Modeling (PLS-SEM). Results showed positive association advertisement, self-identity, behaviors. Moreover, results also revealed that acts derive (organism) transmits effect various responses form curtailment In addition examining mediatory role unique construct consumption, extended existing theory literature by well Furthermore, several theoretical practical implications are discussed detail.