In face of the current environmental problems, there is a greater urgency for individuals to engage in more sustainable consumer behavior. These consumers would favor and purchase pro-environmental products.
In this section, various psychological factors that determine consumer behavior will be featured. More specifically, psychological obstacles to non-engagement of green purchase behavior will be examined.
Internal factors, such as calculative determinants, attitudes, values and efficacy, and external factors, like social norms and government efforts, influence one’s behavior. With respect to lack of active green consumer behavior in Singapore, these factors help in the understanding of non-engagement among individuals to behave more sustainably.