The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain
Abstract
:1. Introduction
2. Literature Review
2.1. Pro-Environmental Consumer Behavior
2.2. Values
2.3. Enjoyment-Based Intrinsic Motivation
2.4. Social Norms
3. Methods
3.1. Sample
3.2. Instrument Development
4. Results
4.1. Descriptive Statistics
4.2. Confirmatory Factor Analysis
4.3. Hypothesis Tests
5. Discussion and Conclusions
5.1. Discussion
5.2. Conclusions
Author Contributions
Funding
Conflicts of Interest
Appendix A
Factor | |||||
---|---|---|---|---|---|
BAV | IN | DN | EM | PU | |
Environmental protection | 0.856 | ||||
Unity with nature | 0.773 | ||||
Pollution prevention | 0.667 | ||||
Respect for the earth | 0.661 | ||||
Equality | 0.502 | ||||
World peace | 0.418 | ||||
Close friends who are important to me would support my engagement in purchasing eco-friendly clothing | 0.875 | ||||
The residents in my community would support my engagement in purchasing eco-friendly clothing | 0.846 | ||||
The general public would endorse my engagement in purchasing eco-friendly clothing | 0.754 | ||||
Family members whose opinion I value would approve of my engagement in purchasing eco-friendly clothing | 0.657 | ||||
Family members whose opinion I value would approve of my engagement in pro-environmental behavior | 0.634 | ||||
The residents in my city engage in purchasing eco-friendly clothing | 0.692 | ||||
The general public engages in purchasing eco-friendly clothing | 0.679 | ||||
Trying and evaluating eco-friendly clothing items is pleasurable | 0.815 | ||||
I would enjoy searching for eco-friendly labels for clothing purchases | 0.726 | ||||
It would be my pleasure to have eco-friendly clothing that is in style | 0.602 | ||||
When I consider purchasing new clothing, I would be pleased to prioritize selecting eco-friendly clothing | 0.409 | ||||
I have bought clothing with an eco-label that is awarded by a third party | 0.882 | ||||
I have bought clothing from eco-conscious companies | 0.873 | ||||
I have bought clothing made of organically grown natural fibers such as cotton, hemp, and bamboo | 0.708 | ||||
I have bought clothing made from recycled material | 0.542 |
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Variables | M | SD | α | PU | BAV | EM | DN | IN |
---|---|---|---|---|---|---|---|---|
PU | 2.43 | 0.98 | 0.85 | 1 | ||||
BAV | 3.68 | 0.63 | 0.80 | 0.10 *** | 1 | |||
EM | 2.67 | 0.62 | 0.81 | 0.42 *** | 0.36 *** | 1 | ||
DN | 2.70 | 0.75 | 0.78 | 0.46 *** | 0.13 *** | 0.45 *** | 1 | |
IN | 3.16 | 0.76 | 0.85 | 0.43 *** | 0.34 *** | 0.57 *** | 0.49 *** | 1 |
Variables | CR | AVE | MSV | PU | BAV | EM | DN | IN |
---|---|---|---|---|---|---|---|---|
PU | 0.853 | 0.597 | 0.278 | 0.773 | ||||
BAV | 0.846 | 0.524 | 0.180 | 0.120 * | 0.724 | |||
EM | 0.811 | 0.518 | 0.464 | 0.465 *** | 0.424 *** | 0.720 | ||
DN | 0.778 | 0.637 | 0.416 | 0.527 *** | 0.216 *** | 0.576 *** | 0.798 | |
IN | 0.879 | 0.595 | 0.464 | 0.461 *** | 0.336 *** | 0.681 *** | 0.645 *** | 0.772 |
Indirect Path | Indirect Effect (β) | Boot SE | 95% Bca CI [LLCI–ULCI] |
---|---|---|---|
BAV > IN > EM | 0.253 | 0.047 | 0.163–0.349 |
BAV > DN > EM | 0.330 | 0.346 | 0.089–0.224 |
BAV > DN > PU | 0.160 | 0.037 | 0.093–0.247 |
IN > EM > PU | 0.251 | 0.055 | 0.148–0.363 |
DN > EM > PU | 0.155 | 0.039 | 0.081–0.237 |
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Ahn, I.; Kim, S.H.; Kim, M. The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain. Sustainability 2020, 12, 6797. https://doi.org/10.3390/su12176797
Ahn I, Kim SH, Kim M. The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain. Sustainability. 2020; 12(17):6797. https://doi.org/10.3390/su12176797
Chicago/Turabian StyleAhn, Insook, Soo Hyun Kim, and Munyoung Kim. 2020. "The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain" Sustainability 12, no. 17: 6797. https://doi.org/10.3390/su12176797