IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v178y2024ics0148296324001796.html
   My bibliography  Save this article

Understanding the desire for green consumption: Norms, emotions, and attitudes

Author

Listed:
  • Nascimento, Jorge
  • Maria Correia Loureiro, Sandra

Abstract

Building on goal-directed behavior premises, this article sets out to develop a framework for explaining why consumers desire green products. Informed by a qualitative study exploring critical consumption incidents, the new model of green goal-directed behaviors (MGGB) presents a unique approach, tested empirically through a survey on the sustainable food consumption of 474 U.S. consumers. By combining the effects of pro-environmental and self-oriented motivations, the MGGB achieved a superior fit and predictive power compared to rival frameworks. Structural equation modeling results unveiled the salient role of personal norms, associated with affective and evaluative mechanisms. The important function of social and cognitive aspects is also revealed. The novel approach taken herein overcomes the limitations of rational theories, by introducing new processes, and showing how their contingency on outcome expectancies and consumer involvement regulates the arousal of green consumption desires. Important considerations are derived for theory development, future research, and marketing practice.

Suggested Citation

  • Nascimento, Jorge & Maria Correia Loureiro, Sandra, 2024. "Understanding the desire for green consumption: Norms, emotions, and attitudes," Journal of Business Research, Elsevier, vol. 178(C).
    • Handle: RePEc:eee:jbrese:v:178:y:2024:i:c:s0148296324001796
    DOI: 10.1016/j.jbusres.2024.114675
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296324001796
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2024.114675?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Nathalie Spielmann, 2021. "Green is the New White: How Virtue Motivates Green Product Purchase," Journal of Business Ethics, Springer, vol. 173(4), pages 759-776, November.
    2. Leonidou, Leonidas C. & Eteokleous, Pantelitsa P. & Christofi, Anna-Maria & Korfiatis, Nikolaos, 2022. "Drivers, outcomes, and moderators of consumer intention to buy organic goods: Meta-analysis, implications, and future agenda," Journal of Business Research, Elsevier, vol. 151(C), pages 339-354.
    3. Kim, Soo Hyun & Seock, Yoo-Kyoung, 2019. "The roles of values and social norm on personal norms and pro-environmentally friendly apparel product purchasing behavior: The mediating role of personal norms," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 83-90.
    4. Ahmad, Wasim & Kim, Woo Gon & Anwer, Zaheer & Zhuang, Weiqing, 2020. "Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists’ visiting intentions towards eco-friendly destinations are shaped?," Journal of Business Research, Elsevier, vol. 110(C), pages 228-236.
    5. Minton, Elizabeth A. & Spielmann, Nathalie & Kahle, Lynn R. & Kim, Chung-Hyun, 2018. "The subjective norms of sustainable consumption: A cross-cultural exploration," Journal of Business Research, Elsevier, vol. 82(C), pages 400-408.
    6. Kumar, Bipul & Manrai, Ajay K. & Manrai, Lalita A., 2017. "Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 1-9.
    7. Bagozzi, Richard P. & Sekerka, Leslie E. & Sguera, Francesco, 2018. "Understanding the consequences of pride and shame: How self-evaluations guide moral decision making in business," Journal of Business Research, Elsevier, vol. 84(C), pages 271-284.
    8. Camilla Barbarossa & Patrick Pelsmacker, 2016. "Positive and Negative Antecedents of Purchasing Eco-friendly Products: A Comparison Between Green and Non-green Consumers," Journal of Business Ethics, Springer, vol. 134(2), pages 229-247, March.
    9. Elgaaied-Gambier, Leila & Monnot, Elisa & Reniou, Fanny, 2018. "Using descriptive norm appeals effectively to promote green behavior," Journal of Business Research, Elsevier, vol. 82(C), pages 179-191.
    10. Nguyen, The Ninh & Lobo, Antonio & Greenland, Steven, 2016. "Pro-environmental purchase behaviour: The role of consumers' biospheric values," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 98-108.
    11. Maja Hosta & Vesna Zabkar, 2021. "Antecedents of Environmentally and Socially Responsible Sustainable Consumer Behavior," Journal of Business Ethics, Springer, vol. 171(2), pages 273-293, June.
    12. Cesare Amatulli & Matteo Angelis & Alessandro M. Peluso & Isabella Soscia & Gianluigi Guido, 2019. "The Effect of Negative Message Framing on Green Consumption: An Investigation of the Role of Shame," Journal of Business Ethics, Springer, vol. 157(4), pages 1111-1132, July.
    13. Song, Hak Jun & Lee, Choong-Ki & Kang, Soo K. & Boo, Sug-jin, 2012. "The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior," Tourism Management, Elsevier, vol. 33(6), pages 1417-1428.
    14. Odou, Philippe & Schill, Marie, 2020. "How anticipated emotions shape behavioral intentions to fight climate change," Journal of Business Research, Elsevier, vol. 121(C), pages 243-253.
    15. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. "The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 325-343, December.
    16. Onwezen, Marleen C. & Antonides, Gerrit & Bartels, Jos, 2013. "The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 141-153.
    17. Park, Hyun Jung & Lin, Li Min, 2020. "Exploring attitude–behavior gap in sustainable consumption: comparison of recycled and upcycled fashion products," Journal of Business Research, Elsevier, vol. 117(C), pages 623-628.
    18. Paolo Antonetti & Stan Maklan, 2014. "Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices," Journal of Business Ethics, Springer, vol. 124(1), pages 117-134, September.
    19. Michael G. Luchs & Minu Kumar, 2017. "“Yes, but this Other One Looks Better/Works Better”: How do Consumers Respond to Trade-offs Between Sustainability and Other Valued Attributes?," Journal of Business Ethics, Springer, vol. 140(3), pages 567-584, February.
    20. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    21. James Swaim & Michael Maloni & Stuart Napshin & Amy Henley, 2014. "Influences on Student Intention and Behavior Toward Environmental Sustainability," Journal of Business Ethics, Springer, vol. 124(3), pages 465-484, October.
    22. Osburg, Victoria-Sophie & Akhtar, Pervaiz & Yoganathan, Vignesh & McLeay, Fraser, 2019. "The influence of contrasting values on consumer receptiveness to ethical information and ethical choices," Journal of Business Research, Elsevier, vol. 104(C), pages 366-379.
    23. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wintschnig, Bea Alexandra, 2021. "The Attitude-Behavior Gap – Drivers and Barriers of Sustainable Consumption," Junior Management Science (JUMS), Junior Management Science e. V., vol. 6(2), pages 324-346.
    2. Haj-Salem, Narjes & Ishaq, Muhammad Ishtiaq & Raza, Ali, 2022. "How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Odou, Philippe & Schill, Marie, 2020. "How anticipated emotions shape behavioral intentions to fight climate change," Journal of Business Research, Elsevier, vol. 121(C), pages 243-253.
    4. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    5. Philippe Odou & Marie Schill, 2020. "How anticipated emotions shape behavioral intentions to fight climate change," Post-Print hal-02929920, HAL.
    6. Li Yan & Hean Tat Keh & Xiaoyu Wang, 2021. "Powering Sustainable Consumption: The Roles of Green Consumption Values and Power Distance Belief," Journal of Business Ethics, Springer, vol. 169(3), pages 499-516, March.
    7. Alzubaidi, Hawazin & Slade, Emma L. & Dwivedi, Yogesh K., 2021. "Examining antecedents of consumers’ pro-environmental behaviours: TPB extended with materialism and innovativeness," Journal of Business Research, Elsevier, vol. 122(C), pages 685-699.
    8. Chenxuan Hou & Emine Sarigöllü & Myung-Soo Jo & Dapeng Liang, 2018. "Stepping Outside the Self Promotes Pro-Environmental Behaviors," Sustainability, MDPI, vol. 10(9), pages 1-15, September.
    9. Lee, Stacy H.N. & Chang, Hyo Jung (Julie) & Zhao, Li, 2023. "The importance of personal norms and situational expectancies to sustainable behaviors: The norm activation and situational expectancy-value theories," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    10. Yanyan Zhang & Tat-Huei Cham & Chuen Khee Pek & Choi-Meng Leong, 2024. "Is face and information availability important in green purchasing among young consumers?," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    11. Grappi, Silvia & Bergianti, Francesca & Gabrielli, Veronica & Baghi, Ilaria, 2024. "The effect of message framing on young adult consumers’ sustainable fashion consumption: The role of anticipated emotions and perceived ethicality," Journal of Business Research, Elsevier, vol. 170(C).
    12. Kutaula, Smirti & Gillani, Alvina & Leonidou, Leonidas C. & Christodoulides, Paul, 2022. "Integrating fair trade with circular economy: Personality traits, consumer engagement, and ethically-minded behavior," Journal of Business Research, Elsevier, vol. 144(C), pages 1087-1102.
    13. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    14. Serena Mastria & Alessandro Vezzil & Andrea De Cesarei, 2023. "Going Green: A Review on the Role of Motivation in Sustainable Behavior," Sustainability, MDPI, vol. 15(21), pages 1-15, October.
    15. Sreen, Naman & Purbey, Shankar & Sadarangani, Pradip, 2018. "Impact of culture, behavior and gender on green purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 177-189.
    16. Shanmugavel, Nagarajan & Balakrishnan, Janarthanan, 2023. "Influence of pro-environmental behaviour towards behavioural intention of electric vehicles," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    17. Nitika Sharma & Raiswa Saha & V. Raja Sreedharan & Justin Paul, 2020. "Relating the role of green self‐concepts and identity on green purchasing behaviour: An empirical analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3203-3219, December.
    18. Marjolein C. J. Caniëls & Wim Lambrechts & Johannes (Joost) Platje & Anna Motylska-Kuźma & Bartosz Fortuński, 2021. "50 Shades of Green: Insights into Personal Values and Worldviews as Drivers of Green Purchasing Intention, Behaviour, and Experience," Sustainability, MDPI, vol. 13(8), pages 1-18, April.
    19. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Verónica García-Ibarra & Sharon Esquerre-Botton & Flavio Morales-Ríos & Maria de las Mercedes Anderson-Seminario & Shyla Del-Aguila-Arcentales & Neal M. D, 2022. "Consumer Patterns of Sustainable Clothing Based on Theory of Reasoned Action: Evidence from Ecuador," Sustainability, MDPI, vol. 14(22), pages 1-16, November.
    20. Wang, Xingdong & Lu, Pan, 2021. "Drivers of Farmers’ Intentions to Use Eco-Breeding: Integrating the Theory of Planned Behavior and the Norm Activation Model," 2021 ASAE 10th International Conference (Virtual), January 11-13, Beijing, China 329393, Asian Society of Agricultural Economists (ASAE).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:178:y:2024:i:c:s0148296324001796. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.