Abstract:
The value of the self-efficacy construct to the study of consumer behaviour has begun to
receive greater albeit limited attention. The purpose of this paper is to consolidate the work
done to date on self-efficacy, and extend its application by conceptualising how it may relate
to a much broader array of consumer behaviour than has previously been acknowledged in
anyone study. Self-efficacy is one variable among multiple determinants of behaviour.
However, there is evidence to suggest that the role of self-efficacy in consumer behaviour
warrants more attention by researchers to better understand consumers' goal-directed
thoughts, feelings and actions.
