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

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-...

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Bibliographic Details
Published inSustainability Vol. 12; no. 17; p. 6797
Main Authors Ahn, Insook, Kim, Soo, Kim, Munyoung
Format Journal Article
LanguageEnglish
Published Basel MDPI AG 01.09.2020
Subjects
Altruism
Attitudes
Climate change
Consumer behavior
Consumers
Consumption
Domains
Environmental behavior
Environmental changes
Happiness
Hypotheses
Literature reviews
Motivation
Norms
Purchasing
Social norms
Sustainability
Sustainable consumption
Values
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Summary: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.
ISSN:2071-1050
2071-1050
DOI:10.3390/su12176797