Abstract:
A low-carbon economy requires low-carbon consumption by the public. Despite the importance of consumers in
low-carbon economies, so far, most studies have ignored low-carbon consumer behaviour in developing countries
that are vulnerable to climate change and its consequences. This indicates inattention to the socio-economic
aspects of the general life style of the people in promoting sustainable consumption and accountability. This
study examines the determinants of low-carbon consumption behaviour of consumers in climate-vulnerable
developing countries by focusing on consumers in Sri Lanka. Combining the Theory of Planned Behaviour (TPB)
and the Theory of Perceived Marketplace Influence (TPMI), the data collected from 440 Sri Lankan consumers
was analysed using a structural equation model. The findings revealed the antecedent variables of TPB (i.e.,
attitude, subjective norm and perceived behavioural control) and the additional variables (i.e. low-carbon-selfidentity
and implementation intention) that fully explains the carbon-conscious decision-making phenomenon in
a developing country setting. The results confirm the appropriateness of the proposed model for predicting lowcarbon
consumer behaviour in climate-vulnerable developing countries such as Sri Lanka as it increases the
predictive power of the TPB framework. Accordingly, policy level implications and strategies for promoting
individual low-carbon consumption behaviour are proposed.
