IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v76y2024ics0969698923002953.html
   My bibliography  Save this article

Identifying the motivating factors to promote socially responsible consumption under circular economy: A perspective from norm activation theory

Author

Listed:
  • Sajjad, Aqsa
  • Zhang, Qingyu
  • Asmi, Fahad
  • Anwar, Muhammad Azfar
  • Bhatia, Meena

Abstract

Businesses have started to green-transform linear production operations by adopting innovative, responsive, and disruptive approaches under the circular economy. This transition requires appreciation and high acceptance by consumers to promote circular products for steady sustainable production and societies. The current study proposes dynamic socio-psychological, motivational, and contextual factors grounded in norm activation theory to investigate the consumers’ cognitive positioning to buy circular products. The empirical results are based on 994 consumer responses from China. The study supports the path suggested by norm activation theory, where alternative routes along with additional contextual factors significantly explain circular product buying. Environmental CSR initiatives, perceived consequences, and consumer green innovativeness significantly influence personal norms and green self-identity. Personal norms explain circular product buying more than green self-identity from the proposed paths. Green values strengthen the relationship between personalnormsm, green self-identity, and circular product buying. The study provides emphasizes to incorporate identity based activators along with ethical activators. Practical insights are provided for businesses promoting responsible consumption under the circular economy.

Suggested Citation

  • Sajjad, Aqsa & Zhang, Qingyu & Asmi, Fahad & Anwar, Muhammad Azfar & Bhatia, Meena, 2024. "Identifying the motivating factors to promote socially responsible consumption under circular economy: A perspective from norm activation theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    • Handle: RePEc:eee:joreco:v:76:y:2024:i:c:s0969698923002953
    DOI: 10.1016/j.jretconser.2023.103544
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923002953
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103544?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. Jain, Geetika & Kamble, Sachin S. & Ndubisi, Nelson Oly & Shrivastava, Archana & Belhadi, Amine & Venkatesh, Mani, 2022. "Antecedents of Blockchain-Enabled E-commerce Platforms (BEEP) adoption by customers – A study of second-hand small and medium apparel retailers," Journal of Business Research, Elsevier, vol. 149(C), pages 576-588.
    2. Pui Ng & Muhammad Butt & Kok Khong & Fon Ong, 2014. "Antecedents of Green Brand Equity: An Integrated Approach," Journal of Business Ethics, Springer, vol. 121(2), pages 203-215, May.
    3. Lin, Jialing & Lobo, Antonio & Leckie, Civilai, 2017. "The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 133-141.
    4. Zohra Zinoubi Ghali, 2021. "Motives of ethical consumption: a study of ethical products’ consumption in Tunisia," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 12883-12903, September.
    5. 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.
    6. Saphores, Jean-Daniel M. & Ogunseitan, Oladele A. & Shapiro, Andrew A., 2012. "Willingness to engage in a pro-environmental behavior: An analysis of e-waste recycling based on a national survey of U.S. households," Resources, Conservation & Recycling, Elsevier, vol. 60(C), pages 49-63.
    7. Xiaoyong Wei & Sojin Jung, 2017. "Understanding Chinese Consumers’ Intention to Purchase Sustainable Fashion Products: The Moderating Role of Face-Saving Orientation," Sustainability, MDPI, vol. 9(9), pages 1-15, September.
    8. Rajput, Shubhangini & Singh, Surya Prakash, 2019. "Connecting circular economy and industry 4.0," International Journal of Information Management, Elsevier, vol. 49(C), pages 98-113.
    9. Grappe, Cindy G. & Lombart, Cindy & Louis, Didier & Durif, Fabien, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    10. Obuobi, Bright & Zhang, Yifeng & Adu-Gyamfi, Gibbson & Nketiah, Emmanuel & Grant, Martin Kobby & Adjei, Mavis & Cudjoe, Dan, 2022. "Fruits and vegetable waste management behavior among retailers in Kumasi, Ghana," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    11. repec:hal:spmain:info:hdl:2441/61ih2qtadc8g1894enmudd2f09 is not listed on IDEAS
    12. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    13. Tania Ouariachi & Chih-Yen Li & Wim J. L. Elving, 2020. "Gamification Approaches for Education and Engagement on Pro-Environmental Behaviors: Searching for Best Practices," Sustainability, MDPI, vol. 12(11), pages 1-14, June.
    14. Song, Jiawen & Cai, Lanhui & Yuen, Kum Fai & Wang, Xueqin, 2023. "Exploring consumers’ usage intention of reusable express packaging: An extended norm activation model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    15. Paolo Rosa & Claudio Sassanelli & Andrea Urbinati & Davide Chiaroni & Sergio Terzi, 2020. "Assessing relations between Circular Economy and Industry 4.0: a systematic literature review," International Journal of Production Research, Taylor & Francis Journals, vol. 58(6), pages 1662-1687, March.
    16. Talwar, Shalini & Kaur, Puneet & Kumar, Sushant & Salo, Jari & Dhir, Amandeep, 2022. "The balancing act: How do moral norms and anticipated pride drive food waste/reduction behaviour?," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    17. Duong, Cong Doanh, 2023. "“What goes around comes around†: Activating sustainable consumption with curvilinear effects of karma determinants," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    18. 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.
    19. Cindy Grappe & Cindy Lombart & Didier Louis & Fabien Durif, 2022. "Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims," Post-Print hal-04293232, HAL.
    20. Shang, Dawei & Wu, Weiwei & Schroeder, Daniel, 2023. "Exploring determinants of the green smart technology product adoption from a sustainability adapted value-belief-norm perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    21. Adapa, Sujana & Fazal-e-Hasan, Syed Muhammad & Makam, Sathyaprakash Balaji & Azeem, Muhammad Masood & Mortimer, Gary, 2020. "Examining the antecedents and consequences of perceived shopping value through smart retail technology," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    22. Chamila R. Perera & Hassan Kalantari & Lester W. Johnson, 2022. "Climate Change Beliefs, Personal Environmental Norms and Environmentally Conscious Behaviour Intention," Sustainability, MDPI, vol. 14(3), pages 1-15, February.
    23. 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).
    24. Xiaohuan Xie & Shiyu Qin & Zhonghua Gou & Ming Yi, 2020. "Can Green Building Promote Pro-Environmental Behaviours? The Psychological Model and Design Strategy," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    25. Singh, Reema & Rosengren, Sara, 2020. "Why do online grocery shoppers switch? An empirical investigation of drivers of switching in online grocery," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    26. Gulzari, Adeela & Wang, Yuchen & Prybutok, Victor, 2022. "A green experience with eco-friendly cars: A young consumer electric vehicle rental behavioral model," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    27. Ahmed Hassan Abdou & Hossam Said Shehata & Hassan Marzok Elsayed Mahmoud & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah, 2022. "The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    28. 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).
    29. Xixiang Sun & Ziyuan Tian & Jianguo Wang & Weihuan Su, 2022. "The Impact of Environmental Commitment on Green Purchase Behavior in China," IJERPH, MDPI, vol. 19(14), pages 1-17, July.
    30. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    31. Jianwen Zhang & Jacob Cherian & Yawar Abbas Sandhu & Jawad Abbas & Laura Mariana Cismas & Constantin Viorel Negrut & Lucia Negrut, 2022. "Presumption of Green Electronic Appliances Purchase Intention: The Mediating Role of Personal Moral Norms," Sustainability, MDPI, vol. 14(8), pages 1-15, April.
    32. Danish Mehraj & Ishtiaq Hussain Qureshi, 2022. "Does green brand positioning translate into green purchase intention?: A mediation–moderation model," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3166-3181, November.
    33. Jebarajakirthy, Charles & Das, Manish & Shah, Dhara & Shankar, Amit, 2021. "Deciphering in-store-online switching in multi-channel retailing context: Role of affective commitment to purchase situation," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    34. Ana Beatriz Lopes de Sousa Jabbour & Charbel Jose Chiappetta Jabbour & Moacir Godinho Filho & David Roubaud, 2018. "Industry 4.0 and the circular economy: a proposed research agenda and original roadmap for sustainable operations," Annals of Operations Research, Springer, vol. 270(1), pages 273-286, November.
    35. Chauhan, Chetna & Parida, Vinit & Dhir, Amandeep, 2022. "Linking circular economy and digitalisation technologies: A systematic literature review of past achievements and future promises," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    36. Anita Engels, 2018. "Understanding how China is championing climate change mitigation," Palgrave Communications, Palgrave Macmillan, vol. 4(1), pages 1-6, December.
    37. Qing Ye & Rongting Zhou & Muhammad Azfar Anwar & Ahmad Nabeel Siddiquei & Fahad Asmi, 2020. "Entrepreneurs and Environmental Sustainability in the Digital Era: Regional and Institutional Perspectives," IJERPH, MDPI, vol. 17(4), pages 1-21, February.
    38. Won‐Moo Hur & Tae‐Won Moon & Hanna Kim, 2020. "When and how does customer engagement in CSR initiatives lead to greater CSR participation? The role of CSR credibility and customer–company identification," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1878-1891, July.
    39. Taleizadeh, Ata Allah & Moshtagh, Mohammad Sadegh & Vahedi-Nouri, Behdin & Sarkar, Biswajit, 2023. "New products or remanufactured products: Which is consumer-friendly under a closed-loop multi-level supply chain?," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    40. Anwar, Muhammad Azfar & Dhir, Amandeep & Jabeen, Fauzia & Zhang, Qingyu & Siddiquei, Ahmad Nabeel, 2023. "Unconventional green transport innovations in the post-COVID-19 era. A trade-off between green actions and personal health protection," Journal of Business Research, Elsevier, vol. 155(PA).
    41. Chen, Shang-Yu, 2016. "Using the sustainable modified TAM and TPB to analyze the effects of perceived green value on loyalty to a public bike system," Transportation Research Part A: Policy and Practice, Elsevier, vol. 88(C), pages 58-72.
    42. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Mohmmad H Alatawi, Fatmah, 2022. "Exploring consumer purchase intentions and behavior of buying ayurveda products using SOBC framework," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    43. Dermody, Janine & Koenig-Lewis, Nicole & Zhao, Anita Lifen & Hanmer-Lloyd, Stuart, 2018. "Appraising the influence of pro-environmental self-identity on sustainable consumption buying and curtailment in emerging markets: Evidence from China and Poland," Journal of Business Research, Elsevier, vol. 86(C), pages 333-343.
    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. Maduku, Daniel K., 2024. "How environmental concerns influence consumers’ anticipated emotions towards sustainable consumption: The moderating role of regulatory focus," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Shehawy, Yasser Moustafa & Ali Khan, Syed Md Faisal, 2024. "Consumer readiness for green consumption: The role of green awareness as a moderator of the relationship between green attitudes and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    3. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Luoma, Päivi & Penttinen, Esko & Tapio, Petri & Toppinen, Anne, 2022. "Future images of data in circular economy for textiles," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    5. Adu-Gyamfi, Gibbson & Asamoah, Ama Nyarko & Nketiah, Emmanuel & Obuobi, Bright & Adjei, Mavis & Cudjoe, Dan & Zhu, Bangzhu, 2023. "Reducing waste management challenges: Empirical assessment of waste sorting intention among corporate employees in Ghana," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    6. Song, Jiawen & Cai, Lanhui & Yuen, Kum Fai & Wang, Xueqin, 2023. "Exploring consumers’ usage intention of reusable express packaging: An extended norm activation model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    7. Lopes de Sousa Jabbour, Ana Beatriz & Chiappetta Jabbour, Charbel Jose & Choi, Tsan-Ming & Latan, Hengky, 2022. "‘Better together’: Evidence on the joint adoption of circular economy and industry 4.0 technologies," International Journal of Production Economics, Elsevier, vol. 252(C).
    8. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    9. Sadiq, Mohd & Adil, Mohd & Paul, Justin, 2021. "An innovation resistance theory perspective on purchase of eco-friendly cosmetics," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    10. Anna Watson & Rozenn Perrigot & Olufunmilola (Lola) Dada, 2024. "The effects of green brand image on brand loyalty: The case of mainstream fast food brands," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 806-819, February.
    11. Dwivedi, Ashish & Moktadir, Md. Abdul & Chiappetta Jabbour, Charbel José & de Carvalho, Daniel Estima, 2022. "Integrating the circular economy and industry 4.0 for sustainable development: Implications for responsible footwear production in a big data-driven world," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    12. Anwar, Muhammad Azfar & Dhir, Amandeep & Jabeen, Fauzia & Zhang, Qingyu & Siddiquei, Ahmad Nabeel, 2023. "Unconventional green transport innovations in the post-COVID-19 era. A trade-off between green actions and personal health protection," Journal of Business Research, Elsevier, vol. 155(PA).
    13. Belhadi, Amine & Kamble, Sachin S. & Chiappetta Jabbour, Charbel Jose & Mani, Venkatesh & Khan, Syed Abdul Rehman & Touriki, Fatima Ezahra, 2022. "A self-assessment tool for evaluating the integration of circular economy and industry 4.0 principles in closed-loop supply chains," International Journal of Production Economics, Elsevier, vol. 245(C).
    14. Tsai, Pei-Hsuan & Lin, Guan-Yi & Zheng, Yu-Lin & Chen, Yi-Chong & Chen, Pao-Zhen & Su, Zheng-Cheng, 2020. "Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    15. Rambabu Lavuri & Umair Akram & Zubair Akram, 2023. "RETRACTED: Exploring the sustainable consumption behavior in emerging countries: The role of pro‐environmental self‐identity, attitude, and environmental protection emotion," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5174-5186, December.
    16. Qinglan Liu & Adriana Hofmann Trevisan & Miying Yang & Janaina Mascarenhas, 2022. "A framework of digital technologies for the circular economy: Digital functions and mechanisms," Business Strategy and the Environment, Wiley Blackwell, vol. 31(5), pages 2171-2192, July.
    17. Radha Yadav & Dharmendra Kumar & Anil Kumar & Sunil Luthra, 2023. "How does anticipatory trauma reaction and climate‐friendly behaviour make an affect at the individual level? The role of social norms and self‐efficacy," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4028-4045, November.
    18. Anbesh Jamwal & Sushma Kumari & Rajeev Agrawal & Monica Sharma & Ismail Gölgeci, 2024. "Unlocking Circular Economy Through Digital Transformation: the Role of Enabling Factors in SMEs," International Journal of Global Business and Competitiveness, Springer, vol. 19(1), pages 24-36, June.
    19. Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel & Ioannis Rizomyliotis, 2022. "Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2807-2819, November.
    20. Muhammad Danish & Saqib Ali & Muhammad Azeem Ahmad & Hasan Zahid, 2019. "The Influencing Factors on Choice Behavior Regarding Green Electronic Products: Based on the Green Perceived Value Model," Economies, MDPI, vol. 7(4), pages 1-18, October.

    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:joreco:v:76:y:2024:i:c:s0969698923002953. 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: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    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.