IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v19y2022i13p7759-d846927.html
   My bibliography  Save this article

Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm

Author

Listed:
  • Heather Markham Kim

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

  • In-Hye Lee

    (School of Theatre & Film Art, Kyungsung University, Busan 48434, Korea)

  • Kyuhyeon Joo

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

  • JungHoon (Jay) Lee

    (School of Hospitality Leadership, East Carolina University, 306 Rivers Building, Greenville, NC 27858-4353, USA)

  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

Abstract

This study observed the relationship between psychological benefits and the theory of planned behavior (TPB) in the context of an eco-friendly TV home shopping broadcasts. The theoretical framework was enhanced even further by examining the moderating role of personal norm on proenvironmental attitudes in the TV home shopping context. An online survey was conducted with Korean customers who had purchased home meal replacement (HMR) products from a TV home shopping broadcast within the past 6 months. A total of 305 samples were collected and used for the data analysis. All six of the hypotheses in the psychological benefits and TPB model were supported, meaning all constructs of psychological benefits, including warm glow, self-expressive benefits, and nature experiences, impacted TPB and behavioral intentions. Furthermore, personal norm had a moderating role in the relationship between warm glow and attitude. This research provides significant theoretical and managerial implications for the home shopping industry.

Suggested Citation

  • Heather Markham Kim & In-Hye Lee & Kyuhyeon Joo & JungHoon (Jay) Lee & Jinsoo Hwang, 2022. "Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm," IJERPH, MDPI, vol. 19(13), pages 1-17, June.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:13:p:7759-:d:846927
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/19/13/7759/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/19/13/7759/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Brekke, Kjell Arne & Kverndokk, Snorre & Nyborg, Karine, 2003. "An economic model of moral motivation," Journal of Public Economics, Elsevier, vol. 87(9-10), pages 1967-1983, September.
    2. Chao Wu & Shuling Liang & Weijiong Wu & Yuxiang Hong, 2021. "Practicing Green Residence Business Model Based on TPB Perspective," Sustainability, MDPI, vol. 13(13), pages 1-11, July.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. JiHyo Moon & Yunseon Choe & HakJun Song, 2021. "Determinants of Consumers’ Online/Offline Shopping Behaviours during the COVID-19 Pandemic," IJERPH, MDPI, vol. 18(4), pages 1-15, February.
    5. Heather Markham Kim & Kisang Ryu, 2021. "Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops," Sustainability, MDPI, vol. 13(20), pages 1-15, October.
    6. Gabriella Arcese & Serena Flammini & Maria Caludia Lucchetti & Olimpia Martucci, 2015. "Evidence and Experience of Open Sustainability Innovation Practices in the Food Sector," Sustainability, MDPI, vol. 7(7), pages 1-24, June.
    7. Jinsoo Hwang & Hyunjoon Kim, 2021. "Examining the Importance of Green Food in the Restaurant Industry: Focusing on Behavioral Intentions to Eat Insects," IJERPH, MDPI, vol. 18(4), pages 1-13, February.
    8. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    9. Woo-Hyuk Kim & Kyung-Sook Kim, 2018. "Pro-Environmental Intentions among Food Festival Attendees: An Application of the Value-Belief-Norm Model," Sustainability, MDPI, vol. 10(11), pages 1-13, October.
    10. Pi-Chuan Sun & Hsueh-Mei Wang & Hsien-Long Huang & Chien-Wei Ho, 2020. "Consumer attitude and purchase intention toward rooftop photovoltaic installation: The roles of personal trait, psychological benefit, and government incentives," Energy & Environment, , vol. 31(1), pages 21-39, February.
    11. Jinsoo Hwang & Hyunjoon Kim, 2019. "Consequences of a green image of drone food delivery services: The moderating role of gender and age," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 872-884, July.
    12. Ying-Kai Liao & Wann-Yih Wu & Thi-That Pham, 2020. "Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    13. Shijing Yang & Yikun Su & Wei Wang & Kaicheng Hua, 2019. "Research on Developers’ Green Procurement Behavior Based on the Theory of Planned Behavior," Sustainability, MDPI, vol. 11(10), pages 1-23, May.
    14. Jun Hwan Kim & Hyun Cheol Lee, 2019. "Understanding the Repurchase Intention of Premium Economy Passengers Using an Extended Theory of Planned Behavior," Sustainability, MDPI, vol. 11(11), pages 1-19, June.
    15. Kirubaharan Boobalan & Nishad Nawaz & Harindranath R. M. & Vijayakumar Gajenderan, 2021. "Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior," Sustainability, MDPI, vol. 13(11), pages 1-14, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Norazlin Abd Aziz & Nor Syamaliah Ngah & Azlina Mohd Hussain & Nor Suraya Aini, 2024. "Investigating Determinants of Electric Vehicle Adoption: Malaysian Experience," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(7), pages 614-625, July.
    2. Kyuhyeon Joo & Heather Markham Kim & Jinsoo Hwang, 2023. "Consequences of Psychological Benefits in the Context of Eco-Friendly Indoor Smart Farm Restaurants: The Moderating Role of Curiosity," Sustainability, MDPI, vol. 15(21), pages 1-18, October.
    3. Kyuhyeon Joo & Junghoon (Jay) Lee & Jinsoo Hwang, 2022. "NAM and TPB Approach to Consumers’ Decision-Making Framework in the Context of Indoor Smart Farm Restaurants," IJERPH, MDPI, vol. 19(21), pages 1-18, November.

    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. Jinsoo Hwang & Hyunjoon Kim, 2021. "Examining the Importance of Green Food in the Restaurant Industry: Focusing on Behavioral Intentions to Eat Insects," IJERPH, MDPI, vol. 18(4), pages 1-13, February.
    2. Ahmed Moustapha Mfokeu & Elie Virgile Chrysostome & Jean-Pierre Gueyie & Olivier Ebenezer Mun Ngapna, 2023. "Consumer Motivation behind the Use of Ecological Charcoal in Cameroon," Sustainability, MDPI, vol. 15(3), pages 1-22, January.
    3. Muhammad Yaseen Bhutto & Yasir Ali Soomro & Hailan Yang, 2022. "Extending the Theory of Planned Behavior: Predicting Young Consumer Purchase Behavior of Energy-Efficient Appliances (Evidence From Developing Economy)," SAGE Open, , vol. 12(1), pages 21582440221, February.
    4. Xingwei Li & Jiachi Dai & Xiaowen Zhu & Jingru Li & Jinrong He & Yicheng Huang & Xiang Liu & Qiong Shen, 2023. "Mechanism of attitude, subjective norms, and perceived behavioral control influence the green development behavior of construction enterprises," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    5. Xin Shen & Xun Cao & Sonia Sadeghian Esfahani & Tayyaba Saleem, 2022. "Factors Influencing Consumers’ Purchase Intention on Cold Chain Aquatic Products under COVID-19: An Investigation in China," IJERPH, MDPI, vol. 19(8), pages 1-14, April.
    6. Briguglio, Marie & Delaney, Liam & Wood, Alex, 2018. "Partisanship, priming and participation in public-good schemes," European Journal of Political Economy, Elsevier, vol. 55(C), pages 136-150.
    7. Leonhard K. Lades, 2012. "Impulsive Consumption and Reflexive Thought: Nudging Ethical Consumer Behavior," Papers on Economics and Evolution 2012-03, Philipps University Marburg, Department of Geography.
    8. Jinkyung Jenny Kim & Antonio Ariza Montes & Heesup Han, 2021. "The Role of Expected Benefits towards Smart Hotels in Shaping Customer Behavior: Comparison by Age and Gender," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    9. Aka, Salih & Buyukdag, Naci, 2021. "How to prevent food waste behaviour? A deep empirical research," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    10. Osakwe, Christian Nedu & Hudik, Marek & Říha, David & Stros, Michael & Ramayah, T., 2022. "Critical factors characterizing consumers’ intentions to use drones for last-mile delivery: Does delivery risk matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    11. Heesup Han & Antonio Ariza-Montes & Pilar Tirado-Valencia & Soyeun Lee, 2020. "Volunteering Attitude, Mental Well-Being, and Loyalty for the Non-Profit Religious Organization of Volunteer Tourism," Sustainability, MDPI, vol. 12(11), pages 1-16, June.
    12. Litvine, Dorian & Wüstenhagen, Rolf, 2011. "Helping "light green" consumers walk the talk: Results of a behavioural intervention survey in the Swiss electricity market," Ecological Economics, Elsevier, vol. 70(3), pages 462-474, January.
    13. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    14. Han-Shen Chen & Chia-Hsing Liang & Shu-Yi Liao & Hung-Yu Kuo, 2020. "Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services," Sustainability, MDPI, vol. 12(23), pages 1-18, December.
    15. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    16. Ezzine-de-Blas, Driss & Corbera, Esteve & Lapeyre, Renaud, 2019. "Payments for Environmental Services and Motivation Crowding: Towards a Conceptual Framework," Ecological Economics, Elsevier, vol. 156(C), pages 434-443.
    17. Bianchi, Constanza & Milberg, Sandra & Cúneo, Andres, 2017. "Understanding travelers' intentions to visit a short versus long-haul emerging vacation destination: The case of Chile," Tourism Management, Elsevier, vol. 59(C), pages 312-324.
    18. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    19. Roland Olbrich & Martin F. Quaas & Stefan Baumgärtner, 2014. "Personal Norms of Sustainability and Farm Management Behavior," Sustainability, MDPI, vol. 6(8), pages 1-28, August.
    20. Shahid, Shadma & Paul, Justin, 2021. "Intrinsic motivation of luxury consumers in an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

    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:gam:jijerp:v:19:y:2022:i:13:p:7759-:d:846927. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.