The central area of research in this paper is sustainable consumer behaviour. With the help of Albert Bandura's social cognitive theory (1986), which has been used several times in the field of environmental psychology, my goal was to further investigate how and whether at all self-efficacy as one of the key constructs of the social cognitive theory affects consumer behaviour. The theoretical part of the thesis defines the concept of sustainable consumption and provides further insight into the field of sustainable consumer behaviour. It also presents the most commonly used theoretical approaches for research and highlights the importance of social cognitive theory and the concept of self-efficacy in discussing sustainable consumer behaviour.
Based on existing research, I have developed a model of research with relevant determinants that affect either the perceived self-efficacy or the purchase intention of the individual. With the help of empirical research, I found that in the proposed model, the impact of perceived self-efficacy on purchase intention was not significant. The intrinsic motivation of the individual had a greater influence in this case, and the perceived ability to influence others also proved to be a relevant variable.
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