Value–belief–norm dynamics of pro-environmental behaviour: a moderated mediation analysis in South Africa’s retail sector
Résumé
In developed countries, pro-environmental consumer behaviour is widely studied due to strong environmental awareness and activism, whereas in emerging economies, it is still evolving. Increasing exposure to climate-related disruptions has heightened consumers’ awareness of their role in supporting environmental sustainability. Against this backdrop, this study investigates the impact of perceived green values (PGV), religious values (RV), environmental consciousness (Env-CON), and environmental commitment (Env-COM) on pro-environmental behaviour (PEB). Quantitative data were collected from 734 consumers using a non-probability sampling approach with stratification controls to enhance sample heterogeneity. Structural equation modelling (SEM) was performed using SMART-PLS 4. The results indicate that PGV and Env-CON significantly and positively predict both Env-COM and PEB, while Env-COM also has a significant, albeit negative, effect on PEB. Furthermore, religious values moderate the relationship between PGV and PEB but do not significantly moderate the effects of Env-CON or Env-COM on behaviour. Mediation analysis reveals that Env-COM exerts significant but negative indirect effects in the relationships between PGV and PEB and between Env-CON and PEB, indicating inconsistent (competitive) mediation rather than the hypothesised supportive mechanism. Overall, the findings suggest that while environmental values and awareness promote pro-environmental behaviour, environmental commitment may, under certain conditions, weaken rather than reinforce this relationship. These results highlight the complexity of value–behaviour linkages and offer important implications for promoting sustainable consumption in emerging-market contexts.
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