Purpose-The purpose of this study is to examine the effects of social capital within a community on the adoption of consumer eco-behaviour or environmentally sustainable behaviour of consumers. The authors draw on the behavioural perspective model (BPM) of consumer behaviour and social capital theory in arguing that social capital shapes a consumer's knowledge of environmental issues and pro-environmental attitudes, which in turn influence a consumer's perceived capability to engage in eco-behaviour. Design/methodology/approach-This study uses partial least squares approach to structural equation modelling of survey data involving 1,044 consumers in the Philippines. It involves testing of a measurement model to examine the validity and reliability of the constructs used in the study. This is followed by testing of the structural models to test the hypothesised relationships of the constructs. Findings-The results suggest the substantive influence of social capital on environmental knowledge, pro-environmental attitudes and eco-capability. Both knowledge and attitudes have positive effects on eco-capability, which in turn positively shapes eco-behaviour. Research limitations/implications-Future studies can examine how social capital as a multi-dimensional construct impacts context-specific consumer behaviour. Practical implications-Social and environmental marketing may focus on social network activation to encourage eco-behaviours of consumers. Social implications-Findings highlight the role of social capital within one's community as a resource channel to encourage environmentally responsible consumer behaviour. Originality/value-The study extends the BPM by offering a social capital view as a more nuanced explanation of consumer eco-behaviour.

This study examines the effects of institutions emanating from the social environment on ecologically sustainable consumer behaviour in a developing country context. Drawing on the behavioural perspective model of consumer choice and institutional theory, this study argues that the regulative, normative and cognitive dimensions of the institutional environment play critical roles in shaping the pro-environmental attitudes called ecoattitudes of consumers. In turn, eco-attitudes positively influence the eco-behaviour of consumers. The structural equation modelling of data from a survey of 1045 consumers from the Philippines shows the significant and positive effects of the regulatory, normative and cognitive dimensions of the institutional environment on the eco-attitudes of consumers, which in turn have strong positive influence on eco-behaviour. The findings about the partial mediating role of eco-attitudes offer a more nuanced explanation on how institutions explain the eco-behaviour of consumers which is a topic that is less understood especially in a developing country context. The study highlights the theoretical, methodological, policy and future research implications of the findings.

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Purpose Given the lucrative millennial or generation Y market across the globe, this study aims to draw on social cognitive and institutional theories to tease out the crucial roles of regulatory and social pressures in shaping the eco-brand orientation of millennial consumers. The study focuses on millennials from a developing country – a context that is less explored in the literature on the social and institutional perspectives of green consumer behaviour. Design/methodology/approach Using data from a survey of 354 millennial consumers in the Philippines, the authors tested the hypotheses on the effects of two types of institutional pressures (social and regulatory) on the key constructs espoused by social cognitive theory. The authors followed the partial least square approach to path analysis to determine the significant empirical relationships and linkages of the constructs contained in the proposed model. Findings The results highlight the significant influence of the social-institutional environment on the internal drivers of millennials' orientation towards green or environmentally sustainable brands. Research limitations/implications Although the sample size has generalisability-related constraints, the findings extend the current understanding of green millennial consumer behaviour from a social cognitive perspective by highlighting the role of institutions – a concept that is less explored in the marketing and consumer behaviour literature. Practical implications It provides valuable business and policy insights and directions for future research on how business enterprises such as producers, manufacturers, retailers and marketers can influence millennial consumers’ orientation towards green brands. Originality/value This study uses data from a survey of millennial consumers in the Philippines. The study extends the ambit of social cognitive theory by drawing on institutional theory to highlight the role of institutional social pressures on sustainable consumer behaviour.