Comparing the temporal stability of behavioural expectation and behavioural intention in the prediction of consumers pro-environmental behaviour

Harryadin Mahardika, Dominic Thomas, Michael Thomas Ewing, Arnold Japutra

Research output: Contribution to journalArticleResearchpeer-review

31 Citations (Scopus)


Pro-environmental behaviour is a salient concern in contemporary society. However, consumers often overstate their intention to purchase pro-environment products. Prior research has focused on intentions as a predictor of actual behaviour. This study directly compares two distinct predictors of behaviour, behavioural expectation (BE) and behavioural intention (BI), to explain whether differences in the way in which consumers’ mental judgments are measured act as a barrier to understanding pro-environmental behaviour change. Findings confirm that BE has a higher temporal stability than BI, potentially accounting for the greater predictive ability of the former. One key reason for this finding is that subjects may overestimate their likelihood to act when responding to BI questions. Thus, this paper confirms that BE has a higher temporal stability than BI, and therefore, superior predictive ability. TRA/TPB researchers in particular should consider BE ahead of BI as an immediate predictor of pro-environmental and other behaviours.

Original languageEnglish
Article number101943
Number of pages10
JournalJournal of Retailing and Consumer Services
Publication statusPublished - May 2020


  • Behavioural expectation
  • Behavioural intention
  • Pro-environmental behaviour
  • Temporal stability
  • TPB
  • TRA

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