ABSTRACT
Environmental issues are important in the context of sustainability development goals. Pro-environmental is an idea with a new paradigm that is able to influence consumer lifestyles. As a relatively new concept or idea, pro-environmental becomes consumers’ challenge in terms of adopting and applying it to be a part of their lifestyle. This shows that pro-environmental behavior becomes a challenge to be examined. The aim of this literature review is to describe pro-environmental behavior and the antecedents of pro-environmental behavior. Theories that explain pro-environmental behavior include Value Belief Norm Theory, Theory of Planned Behavior, Ecological Theory, Attitudinal-Behavior-Context Theory, etc. While the antecedents of pro-environmental behavior are consumer innovativeness, values, belief, attitudes to pro-environmental behavior, age, gender, income, level of education and others. This literature review presents an opportunity for researchers to conduct validation testing of pro-environmental behavior instruments, which can be either unidimensional or multidimensional. Consumer innovativeness as an alternative predictor of pro-environmental behavior becomes an opportunity for researchers to explore in further research. The gap theory of consumer innovativeness arises with the existence of several different theoretical standpoints that explain consumer innovativeness.
