Abstract:
Natural disputes have become a global concern. Though man has a moral obligation
to care for the earth, there is serious doubt when they act. It is universally accepted
that accelerated pollution has been triggered due to human conduct, and thus,
changing human behaviour is a prerequisite for sustainable solutions. Although
ecological behaviours have been examined over decades, the ultimate question of
bridging the gap between nature and human needs remains unchanged, though
demanding extensive attention. People’s choices, decisions, and behaviour have
commonly been theorized using emotions and social norms. In relation to ecological
behaviour, altruistic behaviour serves as a key driver, whereas the benefits to others
are prioritized over self-interest and have given an absence of focus by scholars.
Having noted the paucity of literature that explains altruistic behaviour together
with socio-psychological elements, this conceptualization endeavours to extend the
Norm Activation Theory by proposing the influence of social norms as an antecedent
and emotional intelligence as a moderator in the activation of pro-environmental
purchasing behaviour. This theorization intends to make a cherished contribution to
the existing literature by advancing the grounded Norm Activation Theory by
assimilating the arguments of Social Norms Theory and the Triarchic Theory of
Human Intelligence. Moreover, it will provide a building block for future studies on
this subject while having several implications for production and consumption.
