Table 6 Suggested future avenues of... | Emerald Publishing

Table 6

Suggested future avenues of research on GPB determinant factors

Research front	Theories	Key topics	Future research questions
1) Predicting GPB through TPB and attitudinal models	TPB	Personal and social norms, cultural values, environmental knowledge and concerns	How can cultural dimensions and location (e.g. rural/urban setting) affect the impact of norms, attitudes, and beliefs on GPB?
			Which specific dimensions of social norms should be emphasized (e.g. descriptive/inductive; impact of media, influencers, important others)?
			How to integrate extrinsic (social) and intrinsic (personal) norms?
			What is the role of environmental-related cognitions and concerns, for activating personal norms and triggering the purchase decision process?
2) Expanding service determinants into green products' context	VBN, MGB	Values, anticipated emotions, spillover/past behaviors, green trust	What is the impact of anticipated affects in the green consumer decision process?
			What are the most influencing values (e.g. altruistic/egotistic) for behavioral change?
			How to mitigate the gap between household habits and hedonic out-of-home settings?
3) Consumer goals and perceived value	GFT, TCV	Perceived value, willingness-to-pay, consumption goals	Which dimensions of perceived value can determine GPB, and how do they relate with specific consumption goals (e.g. hedonic, gain, normative)?
3) Consumer goals and perceived value	GFT, TCV	Perceived value, willingness-to-pay, consumption goals	How can factors related with brand, product category and involvement affect the green consumer decision process?
4) Social context and ethical consumption	NAM, MGB	Self-image and social identity, self-efficacy, guilt and pride, fair trade	What are the differences between private and public-sphere sustainable behaviors, and how do they relate to the self/social-identity cognitive dissonance?
			How to explore the ambivalence between the desire for environmental sustainability and social justice?
			Which distinct intervening factors (e.g. values, affects) and trade-offs play a role in increasing perceived self-efficacy and willingness to act?
			What is the most effective emotional framing (e.g. positive/negative) in driving GPB outcomes?

Research front	Theories	Key topics	Future research questions
1) Predicting GPB through TPB and attitudinal models	TPB	Personal and social norms, cultural values, environmental knowledge and concerns	How can cultural dimensions and location (e.g. rural/urban setting) affect the impact of norms, attitudes, and beliefs on GPB?
			Which specific dimensions of social norms should be emphasized (e.g. descriptive/inductive; impact of media, influencers, important others)?
			How to integrate extrinsic (social) and intrinsic (personal) norms?
			What is the role of environmental-related cognitions and concerns, for activating personal norms and triggering the purchase decision process?
2) Expanding service determinants into green products' context	VBN, MGB	Values, anticipated emotions, spillover/past behaviors, green trust	What is the impact of anticipated affects in the green consumer decision process?
			What are the most influencing values (e.g. altruistic/egotistic) for behavioral change?
			How to mitigate the gap between household habits and hedonic out-of-home settings?
3) Consumer goals and perceived value	GFT, TCV	Perceived value, willingness-to-pay, consumption goals	Which dimensions of perceived value can determine GPB, and how do they relate with specific consumption goals (e.g. hedonic, gain, normative)?
3) Consumer goals and perceived value	GFT, TCV	Perceived value, willingness-to-pay, consumption goals	How can factors related with brand, product category and involvement affect the green consumer decision process?
4) Social context and ethical consumption	NAM, MGB	Self-image and social identity, self-efficacy, guilt and pride, fair trade	What are the differences between private and public-sphere sustainable behaviors, and how do they relate to the self/social-identity cognitive dissonance?
			How to explore the ambivalence between the desire for environmental sustainability and social justice?
			Which distinct intervening factors (e.g. values, affects) and trade-offs play a role in increasing perceived self-efficacy and willingness to act?
			What is the most effective emotional framing (e.g. positive/negative) in driving GPB outcomes?