A Meta-Analysis on Application of Protection Motivation Theory Toward Green Purchase Behaviour

Nguyen Le () and The Huynh Nguyen
Additional contact information
Nguyen Le: Industrial University of Ho Chi Minh City
The Huynh Nguyen: University of Finance - Marketing

A chapter in Proceedings of the 6th International Conference on Research in Management & Technovation, 2026, pp 1-12 from Springer

Abstract: Abstract Nowadays, consumers are more aware about green consumption, which has become more and more popular. In addition, some areas have adopted behavioural theories, such as the TPB or the TRA, to examine output and study consumers’ conduct toward green purchasing. Sustainable purchase figures in some countries went down because of high prices or disbelief about green products and a decreased amount of bought these commodities. The emergence of new measures to encourage the green consumption tendencies of consumers is imperative. The novelty approach is to use marketing tactics that stress the risks and guide consumers to use green products. This study is implemented to review previous studies that use the protection motivation theory for green consumption. The research methodology uses a meta-analysis with a systematic review, and data are extracted from reliable sources like Scopus, ISI, etc. In summary, the screening and review process clarified that green consumption could be effectively regulated by other protection motivation conception such as severity, vulnerability, maladaptive rewards, self-efficacy, response efficacy and response costs; thus, these components should be pondered to explore consumers’ buying behaviour. In light of the results, the authors uncovered shortcomings in previous research and provided theoretical and managerial implications for succeeding research and green firms.

Keywords: protection motivation theory; green purchase behaviour; systematic review method; threat assessment; coping assessment (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-95-9113-8_1

Ordering information: This item can be ordered from
http://www.springer.com/9789819591138

DOI: 10.1007/978-981-95-9113-8_1

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().