Abstract

The purpose of this paper is to explore the influence of environmental corporate social responsibility (ECSR) on consumer’s green behavior. There is a lack of studies in the field of green consumer’s behavior focusing on the impact of ECSR. This paper also explores the mediating effect of personal norm between the ECSR initiatives with consumer’s green behavior. Based on norm activation model (NAM), personal norm acts as the mediator between activators of NAM and pro-social behavior. Numerous studies have been conducted utilizing personal norm as mediator to green behavior and the result from the studies have been positive. This study paper further explores the potential effectiveness of personal norm as a mediator between ECSR initiatives and consumer’s green behavior. This concept paper offers significant contribution to the body of knowledge through exploring the potential impact of ECSR as well as the mediating effect of personal norm on consumer’s green behavior. The findings in this study will create awareness among corporations the importance of highlighting corporate green initiatives among consumers.

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