MUMBAI, India, Nov. 2 -- Intellectual Property India has published a patent application (202611108674 A) filed by Manipal University Jaipur on September 10, 2026, for A Process Of Examining Consumers' Pro-Environmental Behaviour Through An Extended Norm Activation Model: A Pls-Sem And Fsqca Configurational Approach.
Inventors include Rohit Dhiman; and Narender Singh Bhati.
The application for the patent was published on October 30, 2026, under issue no. 44/2026.
Abstract: The present invention relates to a process of examining consumers' pro-environmental behaviour through an extended norm activation model. The process comprises collecting data from 364 respondents and analysing the collected data using Partial Least Squares Structural Equation Modelling (PLS-SEM) and Fuzzy-set Qualitative Comparative Analysis (fsQCA). The analysis identifies key drivers influencing consumers’ pro-environmental behaviour and evaluates the relationships among external determinants, emotional mechanisms, situational influences, and pro-environmental behaviour. The findings provide actionable insights for brands, marketers, and policymakers to develop targeted interventions, communication strategies, and policy measures for promoting sustainable consumption and long-term sustainability. The process further extends the Norm Activation Model (NAM) in the Indian context by integrating external determinants as influencing factors, emotional mechanisms as mediators, and situational influences as moderators. This invention helps in identifying the most important Key Behavioural Drivers that impact consumer Pro- Environmental Behaviour. The Configuration from fsQCA, i.e.,AC*AG*AR*BV*EK*~ES*~PE*~PP*SME, offers the highest consistency of 99.7094% with a market coverage of 34.1744% for driving PEB.
Disclaimer: Curated by HT Syndication.
