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Introduction
Promoting consumer pro-environmental behaviour is imperative (Steg and Vlek, 2009), and should be prioritised in emerging markets (Hsu, 2016; Keho, 2016). Many serious environmental problems are wrought by human activity (IPCC, 2014; United Nations Environment Programme, 2015), and households are a key contributor to greenhouse gas emissions (Niemeyer, 2010; Pothitou et al. , 2016), particularly in emerging markets where consumer power is rapidly rising and the highest consumption growth rates are observed (Reusswig and Isensee, 2009; Keho, 2016). Hsu (2016) demonstrates that climate change mitigation in emerging countries is a global issue. Although public awareness of climate change and its associated environmental issues is higher than ever (IPCC, 2014), the proportion of consumers taking personal environmental responsibility remains limited (Cleveland et al. , 2012).
Pro-environmental behaviour denotes "any action that enhances the quality of the environment, either resulting or not resulting from pro-environmental intent" (Steg et al. , 2014, p. 104) and has been investigated for more than 40 years (Urien and Kilbourne, 2011). Green purchase refers to buying products that are environmentally beneficial (Mainieri et al. , 1997, p. 189) and has the most direct positive impact on the environment (Mostafa, 2007). Previous research into the drivers of pro-environmental behaviour and green purchase has examined various factors ranging from the personal level of demographic and psychological variables, to the macro level including social and cultural value orientations (Leonidou et al. , 2010). From the 1970s to the 1990s, socio-demographics were the main focus of interest in profiling green consumers (Straughan and Roberts, 1999). Factors such as age, gender, income, education and social status were found to create differences in consumers' environmental concerns and behaviour (e.g. Jackson, 1983; Zimmer et al. , 1994; Roberts, 1996). However, Diamantopoulos et al. (2003) comprehensively argue that, even though the influence of socio-demographics cannot be neglected, they are actually of limited value in profiling green consumers. One possible remedy for the inconsistent predictive validity of socio-demographics is to consider such variables as moderators, rather than as determinants (Peattie, 2010; Leonidou et al. , 2015).
In the past two decades, a growing volume of green consumer studies have focussed on psychological factors. These combined value orientations such as personal values, cultural and country value orientations with components of...