Drivers of pro-environmental behaviour: A mediated analysis of perceived risk, functionality, and post-purchase dissonance

This study examines what influences green consumer behaviour by focusing on the roles of perceived risk, product functionality and post-purchase dissonance (PPD) in shaping pro-environmental actions. Data was collected through a structured survey of 260 rooftop solar-panel users in a Tier-II city in Northern India. The results show that perceived risk negatively affects pro-environmental behaviour. The study also found that PPD plays a key mediating role, both between perceived risk and proenvironmental behaviour and between product functionality and pro-environmental behaviour. Product functionality also directly influences pro-environmental behaviour and reduces PPD, which in turn increases environmentally responsible actions. Lower dissonance leads to greater consumer satisfaction and encourages ongoing green behaviour. These findings indicate that reducing perceived risk and addressing postpurchase concerns can help governments and companies design highly effective strategies to promote sustainable consumer choices.