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

Insook Ahn, Soo Hyun Kim and Munyoung Kim
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Insook Ahn: Department of Family and Consumer Sciences, New Mexico State University, Las Cruces, NM 88003-8003, USA
Soo Hyun Kim: Retailing and Consumer Sciences, University of Arizona, Tucson, AZ 85721-0078, USA
Munyoung Kim: Department of Fashion Marketing, Keimyung University, Daegu 42403, Korea

Sustainability, 2020, vol. 12, issue 17, 1-16

Abstract: 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.

Keywords: bio-altruistic value; descriptive norms; injunctive norms; enjoyment-based motivation; sustainable consumption (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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