Automaticity and sustainable pro-environmental behavior: habit theory perspective

Purpose This study aims to develop a conceptual framework that explains how initial exposure to pro-environmental cues (PECs) leads to automaticity and subsequently sustainable pro-environmental behavior (SPEB) through the lens of habit theory. Design/methodology/approach This research integrates the literature on SPEB and literature on habit theory for development of a conceptual framework. Findings The conceptual framework proposes that initial exposure to PECs characteristics such as availability, affordability and enablement affects SPEB through automaticity of pro-environmental action. Various cues exposure characteristics such as motivation, repetition and consistency moderates the initial exposure to PECs and automaticity. Practical implications This framework provides better solutions to enhance SPEB that could be the ultimate guide to reduce environmental damages. This would be helpful to practitioners, government policy implementation, marketing and management professionals, policymakers, to frame strategic action aligning with the automaticity of habit concept in achieving United Nations Sustainable Development Goals 12 and 13. The authors firmly believe that research agenda on pro-environmental habits could generate a more holistic understanding of SPEB within national, international and cross-cultural context. Originality/value Although research from the habit theory perspective on behavioral consequences is abundant, the automaticity, the habit’s automatic nature has not been thoroughly explored in understanding SPEB.