Green Turns Grey: Green Purchase Continuity Through Protection Motivation Theory
Hijau Menjadi Abu-abu: Kontinuitas Pembelian Hijau Melalui Protection Motivation Theory
DOI:
https://doi.org/10.53866/jimi.v6i1.1043Keywords:
protection motivation theory, cognitive dissonance, green knowledge, greenwashing, continuous purchase intentionAbstract
This conceptual paper extends the use of Protection Motivation Theory (PMT) to green consumer behavior while incorporating cognitive dissonance. The model implemented perceived severity, response efficacy, and green knowledge as vital predictors affecting consumers’ protective motivations for sustainable consumption. Those with a consistent green purchasing behavior are likely to see a threat to the environment as severe and believe in the effectiveness of their action. Unfortunately, greenwashing is likely to yield cognitive dissonance and demotivate the consumer. Dissonance may arise when firms' dishonest claims of social and environmental sustainability contrast with consumers' pro-environmental moral values. This dissonance may weaken the intent to continue purchasing the product, ultimately resulting in the product’s disuse, demonstrating the fragile trust consumers have in the green market. The model advocates the need for clear communication and consumer education to responsibly adopt pro-environmental behavior. This paper extends PMT beyond its conventional health domain toward sustainability and ethical marketing. On the practical side, the cultivation of sustained green consumption and the development of long-lasting consumer relationships demand real green initiatives.
References
Afsar, B., & Umrani, W. (2019). Corporate social responsibility and pro‐environmental behavior at workplace: the role of moral reflectiveness, coworker advocacy, and environmental commitment. Corporate Social Responsibility and Environmental Management, 27(1), 109–125.
Afum, E., Agyabeng‐Mensah, Y., Baah, C., Asamoah, G., & Kusi, L. (2022). Eco-market orientation in the logistics industry: a conveyor belt for achieving organizational outcomes via green logistics practices. The International Journal of Logistics Management, 33(2), 712–734.
Ajzen, I. (2020). The theory of planned behavior: frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324.
Alamdari, A., Jabarzadeh, Y., Samson, D., & Sanoubar, N. (2021). Supply chain risk factors in green construction of residential mega projects – interactions and categorization. Engineering Construction & Architectural Management, 30(2), 568–597.
Amoako, G. K., Dzogbenuku, R. K., & Abubakari, A. (2020). Do green knowledge and attitude influence the youth’s green purchasing? Theory of planned behavior. International Journal of Productivity and Performance Management, 69(8), 1609–1626. https://doi.org/https://doi.org/10.1108/IJPPM-12-2019-0595
Anderson, C. L., & Agarwal, R. (2010). Practicing safe computing: A multimedia empirical examination of home computer user security behavioral intentions. MIS Quarterly, 34(3), 613–643.
Annu, A., & Dhanda, B. (2020). Cognitive dissonance, attitude change and ways to reduce cognitive dissonance: a review study. Journal of Education Society and Behavioural Science, 33(6), 48–54.
Badar, K., & Siddiquei, A. (2024). Unleashing green innovation: navigating the path with green inclusive leadership, green knowledge management and internal csr communication. Journal of Business and Industrial Marketing, 40(2), 298–312.
Bagasra, A., Allen, C., & Doan, S. (2023). Perceived effectiveness of covid-19 preventive practices and behavioral intention: survey of a representative adult sample in the united states. JMIR Human Factors, 10.
Balasenthil, R. (2024). Assessing the impact of green marketing strategies on consumer behavior - a comparative analysis of itc, hul, wipro, and tata groups. Shanlax International Journal of Arts Science and Humanities, 11(S2), 94–99.
Boiko, Y. (2021). Cognitive dissonance in the light of plurality in translation. Theoretical and Empirical Scientific Research: Concept and Trends, 2.
Boss, S., Galletta, D., Lowry, P., Moody, G., & Polák, P. (2015). What do systems users have to fear? using fear appeals to engender threats and fear that motivate protective security behaviors. MIS Quarterly, 39(4), 837–864.
Bostrom, A., Hayes, A., & Crosman, K. M. (2018). Efficacy, action, and support for reducing climate change risks. Risk Analysis, 39(4), 805–828.
Canniere, M. H. D., Pelsmacker, P. D., & Geuens, M. (2010). Relationship quality and purchase intention and behavior: the moderating impact of relationship strength. Journal of Business and Psychology, 25(1), 87–98.
Cao, X., & Sun, J. (2018). Exploring the effect of overload on the discontinuous intention of social media users: An S-O-R perspective. Computers in Human Behavior, 81, 10–18.
Chaudhary, R. (2018). Green buying behavior in India: an empirical analysis. Journal of Global Responsibility, 9(2), 179–192.
Chen, S., Gu, C., Wei, J., & Lv, M. (2023). Research on the influence mechanism of privacy invasion experiences with privacy protection intentions in social media contexts: regulatory focus as the moderator. Frontiers in Psychology, 13.
Chen, Y. S., & Chang, C. H. (2013). Greenwash and Green Trust: the Mediation Effects of Green Consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489–500.
Curto, D., & Turrina, A. (2023). Towards a reasoned glossary of green conservation: a semantic review of green-oriented terms in the field of cultural heritage. Sustainability, 15(16), 12104.
Dang, V., Vu, T., Nguyen, P., Wong, W., & Nguyen, N. (2024). Investigating users’ discontinuous usage intention toward social networking sites: the roles of motivation and affectivity. Online Information Review, 48(6), 1103–1120.
de Sio, S., Zamagni, A., Casu, G., & Gremigni, P. (2022). Green trust as a mediator in the relationship between green advertising skepticism, environmental knowledge, and intention to buy green food. International Journal of Environmental Research and Public Health, 19(24), 16757.
Desai, V., & Bhatt, K. (2024). Green marketing: a study of consumers’ purchasing behavior of selected eco-friendly products. Sachetas, 3(3), 27–34.
Egan, L., Santos, L., & Bloom, P. (2007). The origins of cognitive dissonance. Psychological Science, 18(11), 978–983.
Equils, O., Bakaj, A., Stice, E., & Costa, C. (2023). Covid-19 risk perception, cognitive dissonance, and vaccine hesitancy. Human Vaccines & Immunotherapeutics, 19(1), 2180217.
Ferreira, M., & Santos, C. (2020). Consumers’ knowledge, maximizing tendencies, and post-decision information search. Revista De Administração De Empresas, 60(1), 20–32.
Festinger, L. (1957). A theory of social cognitive dissonance (1st ed.). Row, Peterson and Company.
Floyd, D. L., Prentice-Dunn, S., & Rogers, R. W. (2000). A Meta-Analysis of Research on Protection Motivation Theory. Applied Social Psychology, 30(2), 407–429.
Freijy, T., & Kothe, E. (2013). Dissonance‐based interventions for health behaviour change: a systematic review. British Journal of Health Psychology, 18(2), 310–337.
Gupta, S., & Ogden, D. T. (2009). To buy or not to buy? A social dilemma perspective on green buying. Journal of Consumer Marketing, 26(6), 376–391.
Haag, S., Siponen, M., & Liu, F. (2021). Protection motivation theory in information systems security research. Acm Sigmis Database the Database for Advances in Information Systems, 52(2), 25–67.
Hameed, I., Hyder, Z., Imran, M., & Shafiq, K. (2021). Greenwash and green purchase behavior: an environmentally sustainable perspective. Environment, Development and Sustainability, 23, 13113–13134.
Hansen, M., Sørensen, P., Sørensen, A., & Krogfelt, K. (2023). Can protection motivation theory predict protective behavior against ticks? BMC Public Health, 23(1).
Harmon‐Jones, E., & Harmon‐Jones, C. (2022). Individual differences in dissonance arousal/reduction relate to physical exercise: testing the action-based model. Plos One, 17(10).
Hasnain, A., Raza, S., & Qureshi, U. (2020). The impact of personal and cultural factors on green buying intentions with mediating roles of environmental attitude and eco-labels as well as gender as a moderator. South Asian Journal of Management Sciences, 14(1), 1–27.
Huang, Y., Yang, M., & Wang, Y. (2014). Effects of green brand on green purchase intention. Marketing Intelligence & Planning, 32(3), 250–268.
Irawati, I., Prananingtyas, P., & Wulan, R. (2023). Regulation urgency of the misleading “greenwashing” marketing concept in Indonesia. Iop Conference Series Earth and Environmental Science.
Jabbar, A., Salehi, M., & Moradi, M. (2024). The impact of green intellectual capital on audit quality. Journal of Public Affairs, 24(4).
Jagani, S., & Saboorideilami, V. (2025). Sustainability orientation, sustainability implementation, and brand image in service firms. Business Strategy and the Environment, 34(5), 5687–5698.
Jauwrias, L., & Mbouw, E. (2021). The impact of psychological factors on consumer green purchase behaviour: a study of #nostrawmovement campaign in kfc greater jakarta. Journal of Economics and Business, 4(3), 67–73.
Jeihooni, A., Bashti, S., Erfanian, B., Ostovarfar, J., & Hasirini, P. (2022). Application of protection motivation theory (PMT) on skin cancer preventive behaviors amongst primary school students in rural areas of fasa city-iran. BMC Cancer, 22(1).
Jog, D., & Singhal, D. (2020). Greenwashing understanding among indian consumers and its impact on their green consumption. Global Business Review, 25(2), 491–511.
Johnston, A. C., & Warkentin, M. (2010). Fear appeals and information security behaviors: An empirical study. MIS Quarterly, 34(3), 549–566.
Kang, J., Liu, C., & Kim, S. (2013). Environmentally sustainable textile and apparel consumption: the role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. Journal of Consumer Studies, 37(4), 442–452.
Keshavarz, M., & Karami, E. (2016). Farmers’ Pro-Environmental Behavior Under Drought: Application of Protection Motivation Theory. Journal of Arid Environments, 127, 128–136.
Kiyak, D., & Grigolienė, R. (2023). Analysis of the conceptual frameworks of green marketing. Sustainability, 15(21), 15630.
Kothe, E., Ling, M., Mullan, B., Rhee, J., & Klas, A. (2023). Increasing intention to reduce fossil fuel use: a protection motivation theory-based experimental study. Climatic Change, 176(19).
Kumar, A., & Pandey, M. (2023). Social media and impact of altruistic motivation, egoistic motivation, subjective norms, and ewom toward green consumption behavior: an empirical investigation. Sustainability, 15(5), 4222.
Kwauk, C., & Casey, O. (2022). A green skills framework for climate action, gender empowerment, and climate justice. Development Policy Review, 40(S2).
Lamri, J., & Lubart, T. (2023). Reconciling hard skills and soft skills in a common framework: the generic skills component approach. Journal of Intelligence, 11(6), 107.
Lee, Y., & Larsen, K. R. (2009). Threat or coping appraisal: Determinants of SMB executives’ decision to adopt anti-malware software. European Journal of Information System, 18(2), 177–187.
Li, H., Zhang, J., Wang, L., Yang, T., & Yang, Y. (2022). A health promoting-lifestyle prediction model for dementia prevention among chinese adults : based on the health belief model. BMC Public Health, 22.
Li, M., Cavender, R., & Lee, M. (2025). Consumer awareness of fashion greenwashing: insights from social media discussions. Sustainability, 17(7), 2982.
Liu, Y., & Keng, C. (2014). Cognitive dissonance, social comparison, and disseminating untruthful or negative truthful ewom messages. Social Behavior and Personality an International Journal, 42(6), 979–995.
Luo, B., Sun, Y., Shen, J., & Xia, L. (2021). How does green advertising skepticism on social media affect consumer intention to purchase green products? Journal of Consumer Behaviour, 19(2), 371–381.
Luqman, A., Cao, X., Ali, A., Masood, A., & Yu, L. (2017). Empirical investigation of Facebook discontinues usage intentions based on SOR paradigm. Computers in Human Behavior, 70, 544–555.
Maichum, K., Parichatnon, S., & Peng, K.-C. (2016). Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers. Sustainability, 8, 1077. https://doi.org/10.3390/su8101077
Malik, S., Cao, Y., Mughal, Y., Kundi, G., Mughal, M., & Ramayah, T. (2020). Pathways towards sustainability in organizations: empirical evidence on the role of green human resource management practices and green intellectual capital. Sustainability, 12(8), 3228.
Mankad, A., & Loechel, B. (2020). Perceived competence, threat severity and response efficacy: Key drivers of intention for area wide management. Journal of Pest Science, 93, 929–939.
Marikyan, D., & Papagiannidis, S. (2023). Protection Motivation Theory: A review. In TheoryHub Book (pp. 78–93). University of Bristol.
Mirkarimi, K., Mostafavi, F., Eshghinia, S., & Vakili, M. A. (2015). Effect of Motivational Interviewing on a Weight Loss Program Based on the Protection Motivation Theory. Iranian Red Crescent Medical Journal, 17(6), 1–8.
Mirzaei-Alavijeh, M., Jalilian, F., Drăgoi, E., Pirouzeh, R., Solaimanizadeh, L., & Khashij, S. (2020). Self-care behaviors related to air pollution protection questionnaire: a psychometric analysis. Archives of Public Health, 78(1), 1–8.
Moeini, B., Ezati, E., Barati, M., Rezapur-Shahkolai, F., Mezerji, N., & Afshari, M. (2018). Skin cancer preventive behaviors in iranian farmers: applying protection motivation theory. Workplace Health & Safety, 67(5), 231–240.
Mohiuddin, M., Al Mamun, A., Syed, F. A., Mehedi Masud, M., & Su, Z. (2018). Environmental knowledge, awareness, and business school students’ intentions to purchase green vehicles in emerging countries. Sustainability, 10(5), 1534.
Mostafa, M. M. (2006). Antecedents of Egyptian consumers’ green purchase intentions: A hierarchical multivariate regression model. Journal of International Consumer Marketing, 19(2), 97–126.
Munir, A., Rehmat, M., & Nisar, A. (2023). Impact of perceived consumer effectiveness on green buying: a moderated mediation model. Sukkur Iba Journal of Management and Business, 10(1), 121–151.
Netto, S., Sobral, M., Ribeiro, A., & Soares, G. (2020). Concepts and forms of greenwashing: a systematic review. Environmental Sciences Europe, 32(19).
Onel, N. (2016). Pro-environmental purchasing behavior of consumers. Social Marketing Quarterly, 23(2), 103–121.
Oxoby, R., & Smith, A. (2014). Using cognitive dissonance to manipulate social preferences. IZA Discussion Paper, 8310.
Parker, A., Noronha, E., & Bongers, A. (2023). Beyond the deficit model: organic chemistry educators’ beliefs and practices about teaching green and sustainable chemistry. Journal of Chemical Education, 100(5), 1728–1738.
Powers, T., & Jack, E. (2013). The influence of cognitive dissonance on retail product returns. Psychology and Marketing, 30(8), 724–735.
Quoc, T., Bao, Q., Huu, B., & Bao, A. (2023). Motivating accounting information systems security policy compliance: insight from the protection motivation theory and the theory of reasoned action. Proceedings of the International Conference on Emerging Challenges: Strategic Adaptation in The World of Uncertainties (ICECH), 342–359.
Rahman, S., & Nguyen‐Viet, B. (2022). Towards sustainable development: coupling green marketing strategies and consumer perceptions in addressing greenwashing. Business Strategy and the Environment, 32(4), 2420–2433.
Raima, S., Bagini, L., Uljan, Q., & Gulchehra, Q. (2021). Problem of cognitive dissonance in translation and the ways of overcoming it. Linguistics and Culture Review, 5(S1), 1569–1581.
Roberts, J. A. (1996). Green Consumers in the 1990s: Profile and Profile and Implication for Advertising. Journal of Business Research, 36(3), 217–231.
Rogers, R. W. A. (1975). Protection Motivation Theory of Fear Appeals and Attitude Change. The Journal of Psychology, 91(1), 93–114.
Rosa, A., & Jorgensen, J. (2021). Influences on consumer engagement with sustainability and the purchase intention of apparel products. Sustainability, 13(19), 10655.
Sanguinetti, R. (2023). Applications of self-determination theory in the general music classroom. Journal of General Music Education, 37(2), 11–15.
Santos, C., Coelho, A., & Marques, A. (2023). The greenwashing effects on corporate reputation and brand hate, through environmental performance and green perceived risk. Asia-Pacific Journal of Business Administration, 16(3), 655–676.
Santos, C., Coelho, A., & Marques, A. (2024). A systematic literature review on greenwashing and its relationship to stakeholders: state of art and future research agenda. Management Review Quarterly, 74(3), 1397–1421.
Schahn, J., & Holzer, E. (1990). Studies of individual environmental concern: the role of knowledge, gender, and background variables. Environment and Behavior, 22(6), 767–786.
Schrems, I., & Upham, P. (2020). Cognitive dissonance in sustainability scientists regarding air travel for academic purposes: a qualitative study. Sustainability, 12(5), 1837.
Shah, S., Cheema, S., Al‐Ghazali, B., Ali, M., & Rafiq, N. (2020). Perceived corporate social responsibility and pro‐environmental behaviors: the role of organizational identification and coworker pro‐environmental advocacy. Corporate Social Responsibility and Environmental Management, 28(1), 366–377.
Sharifi, S., & Esfidani, M. (2014). The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty. International Journal of Retail & Distribution Management, 42(6), 553–575.
Sheng-hong, Y., Liu, G., Lin, Y., Lin, Z., Shi, Y., & Huang, Z. (2024). Research on the negative effect of product scarcity appeals on the purchase intention of green products and its mechanism. Frontiers in Psychology, 15.
Shulha, O. (2024). Green intellectual capital and its impact on business models sustainability. Economic Bulletin of Dnipro University of Technology, 85, 34–43.
Silintowe, Y., & Sukresna, I. (2023). The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effect. Verslas Teorija Ir Praktika, 24(2), 392–404.
Sun, J., Wang, Y., Yang, C., Chen, J., Wei, W., Miao, W., Sun, H., & Gu, C. (2024). Is there any way to increase consumers’ purchase intention regarding surplus food blind-boxes? an exploratory study. BMC Psychology, 12(103).
Tanford, S., & Montgomery, R. (2014). The effects of social influence and cognitive dissonance on travel purchase decisions. Journal of Travel Research, 54(5), 596–610.
Tchetchik, A., Kaplan, S., & Blass, V. (2021). Recycling and consumption reduction following the covid-19 lockdown: the effect of threat and coping appraisal, past behavior and information. Resources Conservation and Recycling, 167, 105370.
Thampanichwat, C., Moorapun, C., Bunyarittikit, S., Suphavarophas, P., & Phaibulputhipong, P. (2023). A systematic literature review of architecture fostering green mindfulness. Sustainability, 15(4), 3823.
Thanh, N., & Bac, T. (2025). Unleashing the green potential: unraveling the power of environmental concerns in driving employees’ green behavior. Plos One, 20(3), e0320053.
Valencia-Félix, S., Anco-Valdivia, J., Vigil, A., Valdivia, A., & Sanchez-Carigga, C. (2024). Review of green water systems for urban flood resilience: literature and codes. Water, 16(20).
Valendia, I., & Purwanegara, M. (2022). Greenwash online marketing: does indonesian gen-z still have the intention to repurchase green products? Indonesian Journal of Business and Entrepreneurship, 8(3), 397–406.
Vu, D., Ha, N., Ngo, T., Phạm, T., & Duong, C. (2021). Environmental corporate social responsibility initiatives and green purchase intention: an application of the extended theory of planned behavior. Social Responsibility Journal, 18(8), 1627–1645.
Wang, D., & Walker, T. (2023). How to regain green consumer trust after greenwashing: experimental evidence from china. Sustainability, 15(19), 14436.
Wang, H., Ma, B., & Bai, R. (2019). How Does Green Product Knowledge Effectively Promote Green Purchase Intention? . Sustainability, 11(4). https://doi.org/https://doi.org/10.3390/su11041193
Wang, L., Zhang, Z., Su, C., & Zhu, H. (2025). Green human resource management and corporate environmental performance: the mediating role of corporate reputation and green dynamic capability. Asia Pacific Journal of Human Resources, 63(2).
Wei, X., & Jung, S. (2017). Understanding chinese consumers’ intention to purchase sustainable fashion products: the moderating role of face-saving orientation. Sustainability, 9(9), 1570.
Wesley, S. C., Lee, M. Y., & Kim, E. Y. (2012). The role of perceived consumer effectiveness and motivational attitude on socially responsible purchasing behavior in South Korea. Journal of Global Marketing, 25(1), 29–44.
Wilkins, S., Beckenuyte, C., & Butt, M. (2016). Consumers’ behavioural intentions after experiencing deception or cognitive dissonance caused by deceptive packaging, package downsizing or slack filling. European Journal of Marketing, 50(1), 213–235.
Witek, L., & Kuźniar, W. (2021). Green purchase behavior: The effectiveness of sociodemographic variables for explaining green purchases in emerging market. Sustainability, 13(1), 1–18.
Wu, H., Wei, C., Tseng, L., & Cheng, C. (2018). What drives green brand switching behavior? Marketing Intelligence & Planning, 36(6), 694–708.
Wu, L., Yang, C., Fu, Y., & Li, Y. (2023). Factors driving consumers intention to buy products: an empirical investigation. Applied Psychology Research, 2(1), 476.
Xu, X., & Jin, Y. (2022). Examining the effects of conflicting reviews on customers’ purchase intentions from a product attributes perspective. Journal of Consumer Behaviour, 21(6), 1351–1364.
Yadav, R., & Pathak, G. S. (2016). Young Consumers’ Intention towards Buying Green Products in a Developing Nation: Extending the Theory of Planned Behavior. Journal of Cleaner Production, 732–739.
Yakın, V., Güven, H., David, S., Güven, E., Bărbuţă-Mişu, N., Güven, E., & Vîrlănuța, F. (2023). The effect of cognitive dissonance theory and brand loyalty on consumer complaint behaviors: a cross-cultural study. Sustainability, 15(6), 4718.
Ye, D., Cho, D., Chen, J., & Jia, Z. (2022). Empirical investigation of the impact of overload on the discontinuous usage intentions of short video users: a stressor-strain-outcome perspective. Online Information Review, 4(47), 697–713.
Yoon, J., & Joung, S. (2019). Examining purchase intention of eco-friendly products: a comparative study. Journal of System and Management Sciences, 9(3), 123–135.
Zbuchea, A., Pînzaru, F., Busu, M., Stan, S. O., & Bârgăoanu, A. (2019). Sustainable Knowledge Management and Its Impact on the Performances of Biotechnology Organizations. Sustainability, 11(2), 359.
Zhang, S., Zhao, L., Lu, Y., & Yang, J. (2016). Do you get tired of socializing? an empirical explanation of discontinuous usage behaviour in social network services. Information & Management, 53(7), 904–914.
Zheng, G. W., Siddik, A. B., Masukujjaman, M., Alam, S. S., & Akter, A. (2021). Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude. Sustainability, 13(1), 35.
Zhu, S., Wu, Y., & Shen, Q. (2021). How environmental knowledge and green values affect the relationship between green human resource management and employees’ green behavior: from the perspective of emission reduction. Processes, 10(1), 38.
Zohbi, G., & Pilotti, M. (2023). What do female and male college students from saudi arabia think of a green economy? Globalet, 1(1), 11–17.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Windy Eka Saputri
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
