Purpose The purpose of this paper is to investigate how consumers’ altruistic values influence their personal norms, environmental attitudes, subjective norms and perceived barriers, all of which in turn influence their pro-environmental behaviour (i.e. the purchase of energy efficient household appliances). Design/methodology/approach This research follows a hypothetic-deductive approach. A unique conceptual model examines the role of consumers’ altruistic values in relation to their environmentally responsible purchase behaviour. Structured questionnaires were administered to randomly selected Vietnamese consumers who visited busy electronics and appliance specialist stores, which yielded 682 usable responses. Findings Structural equation modelling revealed that consumers’ altruistic values tend to positively influence their personal norms, environmental attitudes, subjective norms and mitigate their perceived barriers in relation to the purchase of energy efficient appliances. Practical implications Marketers, policymakers and sustainability campaigners should develop relevant communication and education programmes that emphasise the importance of purchasing energy efficient appliances for the environment and society, arousing consumers’ sense of moral obligation and societal responsibility to purchase such products. They should also provide a convenient and easily accessible shopping environment for consumers. Originality/value This research makes an important contribution by presenting and testing a new altruistic-values-based model that seeks to understand consumers’ environmentally responsible purchase behaviour. This model could serve as a blueprint for future studies in the domain of pro-environmental behaviour, especially those in emerging markets.

Environmental degradation is one of the most serious issues impacting our lives and those of future generations. In this respect, several studies on pro‐environmental behaviour have investigated the attitude–behaviour relationship of consumers. This study builds on previous models and examines the influence of four relevant determinants, i.e. consumers' perceptions associated with environmental concern, ecological effect, perceived consumer effectiveness (PCE) and moral obligation on their pro‐environmental behaviour. The data were collected from consumers in Vietnam, where there are serious environmental issues. The findings suggest that all the four determinants influenced consumers' conservation behaviour, albeit each in varying strengths. The most influential determinant was PCE, followed by ecological effect, environmental concern and finally moral obligation. The findings of this study have important academic and practical implications. Government and private environmental and sustainability campaigners, especially in Vietnam, would be well advised to use these findings in developing and designing new policies and initiatives aimed at enhancing consumers' pro‐environmental behaviour. Copyright © 2016 John Wiley & Sons, Ltd.

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