Purpose-The purpose of this study is to examine the effects of social capital within a community on the adoption of consumer eco-behaviour or environmentally sustainable behaviour of consumers. The authors draw on the behavioural perspective model (BPM) of consumer behaviour and social capital theory in arguing that social capital shapes a consumer's knowledge of environmental issues and pro-environmental attitudes, which in turn influence a consumer's perceived capability to engage in eco-behaviour. Design/methodology/approach-This study uses partial least squares approach to structural equation modelling of survey data involving 1,044 consumers in the Philippines. It involves testing of a measurement model to examine the validity and reliability of the constructs used in the study. This is followed by testing of the structural models to test the hypothesised relationships of the constructs. Findings-The results suggest the substantive influence of social capital on environmental knowledge, pro-environmental attitudes and eco-capability. Both knowledge and attitudes have positive effects on eco-capability, which in turn positively shapes eco-behaviour. Research limitations/implications-Future studies can examine how social capital as a multi-dimensional construct impacts context-specific consumer behaviour. Practical implications-Social and environmental marketing may focus on social network activation to encourage eco-behaviours of consumers. Social implications-Findings highlight the role of social capital within one's community as a resource channel to encourage environmentally responsible consumer behaviour. Originality/value-The study extends the BPM by offering a social capital view as a more nuanced explanation of consumer eco-behaviour.

This study examines the effects of institutions emanating from the social environment on ecologically sustainable consumer behaviour in a developing country context. Drawing on the behavioural perspective model of consumer choice and institutional theory, this study argues that the regulative, normative and cognitive dimensions of the institutional environment play critical roles in shaping the pro-environmental attitudes called ecoattitudes of consumers. In turn, eco-attitudes positively influence the eco-behaviour of consumers. The structural equation modelling of data from a survey of 1045 consumers from the Philippines shows the significant and positive effects of the regulatory, normative and cognitive dimensions of the institutional environment on the eco-attitudes of consumers, which in turn have strong positive influence on eco-behaviour. The findings about the partial mediating role of eco-attitudes offer a more nuanced explanation on how institutions explain the eco-behaviour of consumers which is a topic that is less understood especially in a developing country context. The study highlights the theoretical, methodological, policy and future research implications of the findings.

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