Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm

Heather Markham Kim, In-Hye Lee, Kyuhyeon Joo, JungHoon (Jay) Lee and Jinsoo Hwang
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Heather Markham Kim: The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea
In-Hye Lee: School of Theatre & Film Art, Kyungsung University, Busan 48434, Korea
Kyuhyeon Joo: The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea
JungHoon (Jay) Lee: School of Hospitality Leadership, East Carolina University, 306 Rivers Building, Greenville, NC 27858-4353, USA
Jinsoo Hwang: The College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea

IJERPH, 2022, vol. 19, issue 13, 1-17

Abstract: This study observed the relationship between psychological benefits and the theory of planned behavior (TPB) in the context of an eco-friendly TV home shopping broadcasts. The theoretical framework was enhanced even further by examining the moderating role of personal norm on proenvironmental attitudes in the TV home shopping context. An online survey was conducted with Korean customers who had purchased home meal replacement (HMR) products from a TV home shopping broadcast within the past 6 months. A total of 305 samples were collected and used for the data analysis. All six of the hypotheses in the psychological benefits and TPB model were supported, meaning all constructs of psychological benefits, including warm glow, self-expressive benefits, and nature experiences, impacted TPB and behavioral intentions. Furthermore, personal norm had a moderating role in the relationship between warm glow and attitude. This research provides significant theoretical and managerial implications for the home shopping industry.

Keywords: eco-friendly; TV home shopping broadcast; psychological benefits; personal norm; theory of planned behavior; home meal replacement (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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