IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i17p6797-d402205.html
   My bibliography  Save this article

The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain

Author

Listed:
  • Insook Ahn

    (Department of Family and Consumer Sciences, New Mexico State University, Las Cruces, NM 88003-8003, USA)

  • Soo Hyun Kim

    (Retailing and Consumer Sciences, University of Arizona, Tucson, AZ 85721-0078, USA)

  • Munyoung Kim

    (Department of Fashion Marketing, Keimyung University, Daegu 42403, Korea)

Abstract

Changing consumption behavior can offer co-benefits in reduction of environmental issues and encouraging improvements to environmentally friendly or sustainable production. We propose a novel value-social norm-enjoyment-based motivation (VSE) model and test the factors that influence individual pro-environmental apparel purchasing behavior. Data were obtained from 353 college students in Korea and analyzed by using SEM. Our results show that individuals who endorse bio-altruistic values who engage in eco-friendly environmental behavior in apparel domain are influenced by descriptive norms and injunctive norms. Further, enjoyment-based motivation was found to be a key mediator among bio-altruistic value, descriptive norms, and injunctive norms on pro-environmental purchasing behavior. However, injunctive norms do not directly influence purchasing behavior, but rather, are integrated to enjoyment-based intrinsic motivation, then indirectly affect purchasing behavior.

Suggested Citation

  • Insook Ahn & Soo Hyun Kim & Munyoung Kim, 2020. "The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain," Sustainability, MDPI, vol. 12(17), pages 1-16, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:6797-:d:402205
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/17/6797/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/17/6797/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Starr, Martha A., 2009. "The social economics of ethical consumption: Theoretical considerations and empirical evidence," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 38(6), pages 916-925, December.
    2. 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.
    3. Leonie A. Venhoeven & Jan Willem Bolderdijk & Linda Steg, 2013. "Explaining the Paradox: How Pro-Environmental Behaviour can both Thwart and Foster Well-Being," Sustainability, MDPI, vol. 5(4), pages 1-15, March.
    4. Vladimir Melnyk & Erica Herpen & Arnout Fischer & Hans Trijp, 2013. "Regulatory fit effects for injunctive versus descriptive social norms: Evidence from the promotion of sustainable products," Marketing Letters, Springer, vol. 24(2), pages 191-203, June.
    5. Grimmer, Martin & Kilburn, Ashley P. & Miles, Morgan P., 2016. "The effect of purchase situation on realized pro-environmental consumer behavior," Journal of Business Research, Elsevier, vol. 69(5), pages 1582-1586.
    6. repec:bla:kyklos:v:54:y:2001:i:2-3:p:317-42 is not listed on IDEAS
    7. Siegwart Lindenberg, 2001. "Intrinsic Motivation in a New Light," Kyklos, Wiley Blackwell, vol. 54(2‐3), pages 317-342, May.
    8. Alan Waterman & Seth Schwartz & Regina Conti, 2008. "The Implications of Two Conceptions of Happiness (Hedonic Enjoyment and Eudaimonia) for the Understanding of Intrinsic Motivation," Journal of Happiness Studies, Springer, vol. 9(1), pages 41-79, January.
    9. Han, Heesup, 2015. "Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior," Tourism Management, Elsevier, vol. 47(C), pages 164-177.
    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. Daisy David Effiom & Samod Oluwasegun Adegunle & Rosemary Simon Emori & Ojuolape Mumud Olabode, 2024. "Gender, Gender-Value Orientation and Attitude towards the Incidence of Rape among University Undergraduates in Cross River State, Nigeria: Implications for Counselling Towards Social Reform," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(1), pages 503-516, January.
    2. Muhammad Ridhuan Tony Lim Abdullah & Mohd Nuri Al-Amin Endut & Farrah Ilyani Che Jamaludin & Jalal ud Din Akbar & Asra, 2022. "Individual Energy Consumption Behavior Leads to Energy Sustainability in Malaysia," Sustainability, MDPI, vol. 14(8), pages 1-21, April.
    3. Savvas Papagiannidis & Dinara Davlembayeva, 2022. "Bringing Smart Home Technology to Peer-to-Peer Accommodation: Exploring the Drivers of Intention to Stay in Smart Accommodation," Information Systems Frontiers, Springer, vol. 24(4), pages 1189-1208, August.
    4. 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).
    5. Woodong Kim & Boyoung Kim, 2020. "The Critical Factors Affecting the Consumer Reselling of Limited Edition Products: A Case in the Korean Fashion Sector," Sustainability, MDPI, vol. 12(19), pages 1-16, October.

    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. 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.
    2. 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.
    3. Matthew B. Lunde, 2018. "Sustainability in marketing: a systematic review unifying 20 years of theoretical and substantive contributions (1997–2016)," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 85-110, December.
    4. Junghyun Park & Yunmi Park & Jae Leame Yoo & Jongsik Yu, 2021. "Can Hotel Companies’ Water Conservation Management and Waste Reduction Measures Influence Hotel Customers’ Willingness to Pay More and Intention to Revisit?," IJERPH, MDPI, vol. 18(17), pages 1-12, August.
    5. Martha A. Starr, 2015. "The Economics of Ethical Consumption," Working Papers 2015-01, American University, Department of Economics.
    6. Johan Graafland, 2020. "Competition in technology and innovation, motivation crowding, and environmental policy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 137-145, January.
    7. Nosheena Yasir & Nasir Mahmood & Hafiz Shakir Mehmood & Osama Rashid & An Liren, 2021. "The Integrated Role of Personal Values and Theory of Planned Behavior to Form a Sustainable Entrepreneurial Intention," Sustainability, MDPI, vol. 13(16), pages 1-21, August.
    8. Leiv Gabrielsen & Pål Ulleberg & Reidulf Watten, 2012. "The Adolescent Life Goal Profile Scale: Development of a New Scale for Measurements of Life Goals Among Young People," Journal of Happiness Studies, Springer, vol. 13(6), pages 1053-1072, December.
    9. Pieper, Nadine & Woisetschläger, David M., 2024. "Customer misbehavior in access-based mobility services: An examination of prevention strategies," Journal of Business Research, Elsevier, vol. 171(C).
    10. M. Sirgy, 2011. "Theoretical Perspectives Guiding QOL Indicator Projects," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 103(1), pages 1-22, August.
    11. Christopher Jeffords, 2014. "Preference-directed regulation when ethical environmental policy choices are formed with limited information," Empirical Economics, Springer, vol. 46(2), pages 573-606, March.
    12. Siyang Zhang & Minjuan Zhao & Qi Ni & Yu Cai, 2021. "Modelling Farmers’ Watershed Ecological Protection Behaviour with the Value-Belief-Norm Theory: A Case Study of the Wei River Basin," IJERPH, MDPI, vol. 18(9), pages 1-17, May.
    13. Gauguier, Jean-Jacques, 2009. "L’industrialisation de l’Open Source," Economics Thesis from University Paris Dauphine, Paris Dauphine University, number 123456789/4388 edited by Toledano, Joëlle.
    14. Karoline Gamma & Robert Mai & Moritz Loock, 2020. "The Double-Edged Sword of Ethical Nudges: Does Inducing Hypocrisy Help or Hinder the Adoption of Pro-environmental Behaviors?," Journal of Business Ethics, Springer, vol. 161(2), pages 351-373, January.
    15. Wei Zheng & Hongliang Qiu & Alastair M. Morrison & Wei Wei & Xihua Zhang, 2022. "Landscape and Unique Fascination: A Dual-Case Study on the Antecedents of Tourist Pro-Environmental Behavioral Intentions," Land, MDPI, vol. 11(4), pages 1-20, March.
    16. Talwar, Shalini & Kaur, Puneet & Escobar, Octavio & Lan, Sai, 2022. "Virtual reality tourism to satisfy wanderlust without wandering: An unconventional innovation to promote sustainability," Journal of Business Research, Elsevier, vol. 152(C), pages 128-143.
    17. Han, Heesup & Hyun, Sunghyup Sean, 2018. "What influences water conservation and towel reuse practices of hotel guests?," Tourism Management, Elsevier, vol. 64(C), pages 87-97.
    18. Seolwoo Park & Dongkyun Ahn, 2022. "Seeking Pleasure or Meaning? The Different Impacts of Hedonic and Eudaimonic Tourism Happiness on Tourists’ Life Satisfaction," IJERPH, MDPI, vol. 19(3), pages 1-15, January.
    19. Patient Rambe & Takawira Munyaradzi Ndofirepi, 2016. "Influence of Small Business Ethics on Buying Decisions of Customers: A case of Indigenous Owned Fast-Food Outlets in Zimbabwe," Journal of Economics and Behavioral Studies, AMH International, vol. 8(5), pages 169-183.
    20. Farrukh Rafiq & Mohd Adil & Mohd Sadiq, 2022. "Does Contextual Factor Influence Travelers’ Towel Reuse Behavior? Insights from Circular Economy," Sustainability, MDPI, vol. 14(10), pages 1-16, May.

    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:jsusta:v:12:y:2020:i:17:p:6797-:d:402205. 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.