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Presumption of Green Electronic Appliances Purchase Intention: The Mediating Role of Personal Moral Norms

Author

Listed:
  • Jianwen Zhang

    (Department of Marketing, School of Economics and Management, Wuhan University, Wuhan 430072, China)

  • Jacob Cherian

    (College of Business, Abu Dhabi University, Abu Dhabi P.O. Box 59911, United Arab Emirates)

  • Yawar Abbas Sandhu

    (Institute of Business Management Sciences, University of Agriculture Faisalabad, Faisalabad 38000, Pakistan)

  • Jawad Abbas

    (Faculty of Management Sciences, University of Central Punjab, Lahore 54000, Pakistan)

  • Laura Mariana Cismas

    (Faculty of Economics and Business Administration, West University of Timisoara, 300006 Timisoara, Romania)

  • Constantin Viorel Negrut

    (Faculty of Economics and Business Administration, West University of Timisoara, 300006 Timisoara, Romania)

  • Lucia Negrut

    (Faculty of Economics and Business Administration, West University of Timisoara, 300006 Timisoara, Romania)

Abstract

This study focused on social and cognitive psychological factors that drive personal norms and consequent buying intentions towards green electric appliances. The study differentiates itself from other similar studies by examining the mediating role of consumer personal moral norms from the developing nation perspective. Following a cross-sectional study design, data were collected from 360 consumers in shopping malls using the purposive sampling technique and analyzed through partial least square structural equation modeling (PLS-SEM) analysis. It was found that personal moral norms are a significant positive predictor of consumer buying intentions. Moreover, injunctive norms, consideration of future consequences, and self-efficacy influenced directly and predicted personal consumer norms. We identified that these factors triggered the moral sentiments and individuals. Furthermore, these results support the mediating role of personal moral norms between injunctive social norms, consideration of future consequences, self-efficacy, and buying intentions, validating the concept that instigation of moral feeling among consumers supports the actualization of intentions to buy green electric products. This study’s results offer insights for green electric appliance researchers, marketers, and policymakers. Marketers can guide effective marketing strategies by focusing on moral, social, future consequences-oriented, and self-efficacy-related marketing communications.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:8:p:4572-:d:791708
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    2. 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).
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