Subduing effects of personal norms on materialism fostering green purchase behavior: Modified norm activation model perspective

Anand Jhawar, Duraipandian Israel and Prashant Kumar

Journal of Global Scholars of Marketing Science, 2023, vol. 33, issue 4, 602-625

Abstract: This study integrates materialism with a modified Norm Activation Model (NAM) perspective in the green purchase behavior context. It examines the effects of materialism on environmental belief and environmental concern and, consequently, on green purchase behavior mediated by personal norms. Useable data was collected from 405 Indian consumers using a structured online questionnaire that examined the relationships deploying structural equation modeling in SmartPLS3.0. Results show that materialism negatively affects environmental beliefs, environmental concern, and personal norms. The results further elucidate that environmental belief and environmental concern do not affect green purchase behavior directly. However, personal norms positively mediate the effects of materialism, environmental belief, and environmental concern on green purchase behavior. This study adds to the green marketing and consumer behavior literature by elucidating the mediating effects of personal norms, addressing a research gap with a modified version of the Norm Activation model. The findings can guide organizations and governments in understanding consumers’ predispositions towards green purchases.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2023.2238722 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:33:y:2023:i:4:p:602-625

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2023.2238722

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().