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Framing Private Sphere Consumer Behavior: Likelihood of Using GoodGuide.com Information as Explained by the Value-Belief-Norm Theory and NEP Scale

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  • Rebecca Angeles

    (University of New Brunswick Fredericton, Fredericton, Canada)

Abstract

This study investigates characteristics of consumers likely to be influenced by the information provided by an online environmental infomediary (OEI) GoodGuide.com, which advises consumers on the overall and specific sustainability attributes of personal care and household chemical and food products. The value-belief-norm theory and the New Environmental Paradigm (NEP) scale were found useful in describing consumers more likely to be “green.” A series of logistic regressions, multiple regressions, and t-tests were used in this study. Study results indicate the importance of the value-belief-norm theory and NEP scale in understanding how consumers would choose to use GoodGuide.com information in making their green purchases and social interactions using social networking and mobile apps.

Suggested Citation

  • Rebecca Angeles, 2016. "Framing Private Sphere Consumer Behavior: Likelihood of Using GoodGuide.com Information as Explained by the Value-Belief-Norm Theory and NEP Scale," International Journal of Social Ecology and Sustainable Development (IJSESD), IGI Global, vol. 7(2), pages 14-38, April.
    • Handle: RePEc:igg:jsesd0:v:7:y:2016:i:2:p:14-38
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