From Values to Action: Unpacking the Serial Mediation of Environmental Concern and Perceived Consumer Effectiveness in Eco-Consumerism

Abstract

The study examines the impact of environmental values on eco-consumerism, with a focus on the serial mediating roles of environmental concern and perceived consumer effectiveness (PCE). Grounded on the assumptions of theory of Planned Behavior, the study proposes that environmental values influence eco-consumerism not directly, but through a serial mediating mechanism of environmental concern and PCE. The data were collected through convenience sampling technique from 410 individuals above 18 and was analyzed through Andrew Hayes Process Macro Model 6 for serial mediation in the SPSS version 25. The results revealed that while the direct effect of environmental values on eco-consumerism was not significant, the total effect was significant and fully mediated through environmental concern and PCE—both independently and in sequence. These findings offer a nuanced understanding of how environmental values are translated into pro-environmental behavior through key psychological mechanisms. By integrating TPB’s components of attitudes (concern) and perceived behavioral control (PCE), this study contributes to theoretical advancement and provides practical implications for promoting green consumption. The research highlights the importance of cultivating both environmental concern and consumer self-efficacy to drive meaningful eco-consumer actions.