Low-carbon consumer behaviour in climate-vulnerable developing countries: A case study of Sri Lanka

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.