A protection motivation explanation of base-of-pyramid consumers' environmental sustainability

The purpose of this research is to use the protection motivation theory to examine base-of-the pyramid (BoP) consumers' environmentally friendly behaviors. BoP consumers suffer from the threat of environmental degradation and resource scarcity, particularly in emerging economies. They have not benefited from worldwide economic development as much as their counterparts in the middle and affluent classes. Based on the protection motivation theory,...