“What goes around comes aroundâ€: Activating sustainable consumption with curvilinear effects of karma determinants

Cong Doanh Duong

Journal of Retailing and Consumer Services, 2023, vol. 73, issue C

Abstract: The role of karma in sustainable consumption remains unknown. This study thus offers a karmic perspective of pro-environmental consumption, wherein consumers' personal (moral) norms regarding being more pro-environment are activated by three karma dimensions: duty orientation, indifference to rewards, and equanimity. Drawing on the norm activation model, a sample of 552 participants recruited in the five largest cities in Vietnam using the mall-intercept survey approach, and an emerging analysis technique – polynomial regression with response surface analysis, the findings show that three karma dimensions individually and jointly activate consumers' personal moral norms, which in turn stimulate consumers to consume in a more environmentally friendly manner. Moreover, the ascription of responsibility is significantly related to consumers’ pro-environmental intentions and behaviors, while awareness of consequences is only significantly correlated with intentions to behave in a pro-environmental manner. Theoretical and managerial implications are discussed in the context of sustainable consumption.

Keywords: Karma dimensions; Green consumption; Personal norms; Ascription of responsibility; Awareness of consequences (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:73:y:2023:i:c:s096969892300098x

DOI: 10.1016/j.jretconser.2023.103351

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