Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes

E. Van Tonder, S. Fullerton, L.T. De Beer and S.G. Saunders

Journal of Retailing and Consumer Services, 2023, vol. 71, issue C

Abstract: Several models have previously been proposed, suggesting factors influencing customers’ citizenship behaviours against the background of the need to care for the environment. The current research sets out to contribute to the conversation by providing an integrated understanding of the extent to which the social factor, subjective norm and the personal factors internal values and attitudes, framed by VABH, may influence green customer citizenship behaviours. A sample of 444 green customers provided insight into these phenomena. The findings indicate that internal values influence green attitudes, which motivate green customer citizenship behaviours. Subjective norm influences both green attitudes and green customer citizenship behaviours and contributed to the largest portion of the variance in green customer citizenship behaviours. Ultimately, the findings present a novel solution for promoting actual green customer citizenship behaviours, through the VABH and additionally advance understanding of the important role other customers perform in influencing green customer citizenship behaviours.

Keywords: Customer citizenship; Green attitudes; Subjective norm; Sustainability; Values (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (19)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:71:y:2023:i:c:s0969698922002831

DOI: 10.1016/j.jretconser.2022.103190

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