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Article
Publication date: 12 August 2020

Edward Shih-Tse Wang and Chih-Feng Chou

Although the relationships between subjective norms, personal norms, consumer social responsibility and consumer attitude have been studied, the direct or indirect…

Abstract

Purpose

Although the relationships between subjective norms, personal norms, consumer social responsibility and consumer attitude have been studied, the direct or indirect relationships that potentially exist between these factors influencing consumer purchase intention remain unclear. Because attracting consumers to purchase fair trade (FT) products is fundamental to the success of the FT movement, the study introduced a theoretical framework that emphasizes the mediating role of personal norms and consumer attitude towards FT product purchases in the effects of subjective norms and consumer social responsibility on consumer purchase intention towards FT products.

Design/methodology/approach

Data were collected from 398 university students; structural equation modelling was applied to analyse the data. Mediation analysis was also performed to determine potential direct or indirect relationships between factors.

Findings

The results revealed that subjective norms and responsibility to support FT products affect personal norms and attitude towards purchasing such products, which in turn influenced consumer purchase intention toward purchasing these products. Personal norms partially mediate the influence of subjective norms and consumer social responsibility on attitudes towards purchasing FT products. By contrast, the consumer attitude fully mediates the effects of subjective norms, consumer social responsibility and personal norms on purchase intentions towards FT products.

Originality/value

Because consumer purchasing is critical to the success of the FT movement and to achieving the UN's SDGs, this study helps FT marketers to better understand the effects of subjective norms and consumer social responsibility on consumer behavioural intentions and to develop effective marketing and promotion strategies for increasing consumer purchase intention.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 1
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 11 November 2020

Md. Kashedul Wahab Tuhin, Mahadi Hasan Miraz, Md. Mamun Habib and Md. Mahbub Alam

This study aims to determine direct and indirect ways of strengthening consumer’s halal buying behaviour. For this, the researchers explore the role of religiosity and…

Abstract

Purpose

This study aims to determine direct and indirect ways of strengthening consumer’s halal buying behaviour. For this, the researchers explore the role of religiosity and consumers’ personal norms on consumers’ attitudes and halal buying behaviour. The study also reconnoiters the mediating role of consumer attitudes.

Design/methodology/approach

With a structured questionnaire, a survey was conducted to collect data on consumer attitudes, personal norms and halal buying behaviour. Finally, 229 valid questioners were retained for data analysis. The structural equation modelling technique was used for data analysis using SmartPLS 3.0 software.

Findings

The result of this study suggests that consumers’ attitude towards halal purchase depends on consumers’ personal norms and religiosity. Further, the role of consumer attitudes and religiosity on the halal buying behaviour of consumers is significant. However, the personal norm is not a significant predictor of halal buying behaviour. Consumer attitudes mediate the relationships between personal norms and halal buying behaviour, as well as religiosity and halal buying behaviour.

Research limitations/implications

The findings of the present study indicate that consumers’ personal norms and religiosity are the important determinants of consumer attitude and behaviour towards halal purchase. Marketers of halal products and services should focus on strengthening consumers’ attitudes and religiosity to influence consumer behaviour towards halal purchase.

Originality/value

In light of recent research studies on the halal purchase, the present research finds the essential predictors of consumers’ halal purchase attitude and behaviour. The study also reveals that consumer attitude is an important role in strengthening halal buying behaviour, as it has both direct and indirect impact halal buying behaviour.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 9 December 2019

Azila Jaini, Farzana Quoquab, Jihad Mohammad and Nazimah Hussin

In recent years, consumers are moving toward purchasing green cosmetics instead of chemical one. Plenty of cosmetics products are banned globally due to the usage of…

Abstract

Purpose

In recent years, consumers are moving toward purchasing green cosmetics instead of chemical one. Plenty of cosmetics products are banned globally due to the usage of poisonous substances such as triphenyl phosphate and petroleum. As such, it is needed to shift the conventional purchase behavior to green purchase behavior (GPB) to reduce the negative impact on the environment and health. This study aims to investigate the factors that affect GPB in the context of cosmetics products purchase. Additionally, this study examines the moderating role of electronic word-of-mouth (eWOM) in influencing such green behavior.

Design/methodology/approach

This study used value-belief-norm (VBN) theory and elaboration likelihood model as a theoretical basis. By using judgmental sampling techniques, a total of 318 usable responses were gathered through online survey. The structural equation modeling approach using partial least square (SmartPLS, version 3.7) technique was used to test the study hypotheses.

Findings

Results reveal that altruistic value and hedonic value both positively affect pro-environmental beliefs, which eventually affect consumers’ personal norms. It is found that hedonic value has a greater influence on pro-environmental belief than altruistic value. Additionally, personal norm also exerts significant influence on GPB. Data also support the mediating role of pro-environmental belief and personal norm. Moreover, the multidimensional eWOM moderates the relationship between personal norm and GPB.

Practical implications

The findings from this study provide valuable insights for marketers, academicians and practitioners about the drivers of consumers’ green cosmetics purchase behavior. It will enable marketers to develop better strategies for the green market segment.

Social implications

The study findings also contribute to the social aspects by understanding consumers’ purchase behavior toward green cosmetics products. It ultimately promotes to consider a healthier lifestyle and to be concerned about environmental well-being.

Originality/value

This study is the first to introduce the eWOM as a moderator in the VBN theory. Moreover, this study contributes to the existing body of knowledge in the field by examining few new linkages; more specifically, considering pro-environmental belief as to the mediator between “hedonic value and personal norm,” as well as the mediating effect of personal norm in the relationship between “pro-environmental belief and GPB.” Moreover, this is a pioneer study to consider eWOM as a multidimensional construct rather than unidimensional, which is new in green marketing literature.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 1750-6123

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Article
Publication date: 11 April 2016

Natalina Zlatevska and Mark T. Spence

The purpose of this paper is to test whether individuals possess personal consumption norms and idiosyncratic reference points to which they target behaviour. These…

Abstract

Purpose

The purpose of this paper is to test whether individuals possess personal consumption norms and idiosyncratic reference points to which they target behaviour. These personal consumption norms are related to the amount of food consumed independent of industry influences, specifically the size of the package offered and the perceived healthiness of the food. We also examine the extent to which one’s commitment to adhere to their personal consumption norm (referred to as “commitment to norm”) influences food consumption volume.

Design/methodology/approach

Three experiments are presented, two involve estimates of food consumption and the third examines actual food consumption.

Findings

All studies demonstrate that participants can provide a personal consumption norm for how much food they would typically consume that is independent of manipulated industry influences and that actual consumption is significantly related to their personal consumption norms. Furthermore, commitment to norm is negatively related to the absolute difference between their personal consumption norm and the amount of food consumed; however, supporting evidence was only realized in the case of actual food consumption, suggesting that commitment to norm does not have an effect on the formation of intentions.

Research limitations/implications

The authors demonstrate that at a point in time, personal norms are fixed. However, it is possible that norms may be shaped by industry influences over time. The authors suggest further research into how these personal norms evolve over time, as well as assessing how these norms affect the likelihood of going from zero consumption to some positive amount.

Practical implications

Many studies indicate that marketers can easily influence food consumption volume. However, their ability to influence actual consumption volume is circumscribed by factors beyond their control, namely idiosyncratic personal consumption norms.

Social implications

Over time, it is likely that personal consumption norms have emanated from a variety of antecedents, almost certainly including prior industry experience and situational/social influences. Repeated exposure to external influences is likely to shift the personal norm reference point over time.

Originality/value

Personal consumption norms are carefully disentangled from industry influences and are shown to significantly relate to food consumption volume, independent (but not to the exclusion) of industry influences.

Details

European Journal of Marketing, vol. 50 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 12 August 2019

M.S. Balaji, Yangyang Jiang and Subhash Jha

This study aims to examine the potential guest perception of green hotel attributes (GHAs) and the underlying mechanism through which GHA perception influences attitude…

Abstract

Purpose

This study aims to examine the potential guest perception of green hotel attributes (GHAs) and the underlying mechanism through which GHA perception influences attitude toward green hotels, intention to stay at green hotels and willingness to pay a premium. It also investigates the moderating roles of personal norms and social norms in the influence of GHA perception on identification and trust toward green hotels.

Design/methodology/approach

A two-stage survey was used to collect data via Prolific Academic. The authors tested the hypotheses on 521 valid responses using the partial least squares method.

Findings

The results show that identification and trust mediate the effect of GHA perception on attitude, intention to stay and willingness to pay a premium for green hotels. The authors found a positive interaction effect between GHA perception and personal norms on identification and trust and a negative interaction effect between social norms and GHA perception on trust. The interaction effect of GHA perception and social norms on identification is not significant.

Originality/value

This study presents an integrated framework for green hotel adoption by examining the potential guest perception of GHAs and explores how it fosters positive guest responses. Findings show that GHA perception positively influences potential guest responses through identification (the personal route) and trust (the social route). This study also simultaneously considers personal norms and social norms, together with the effects of their interactions with GHA perception on identification and trust.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 8
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 10 June 2019

Surendra Kumar Sia and Alphonsa Jose

The purpose of this paper is to combine the theory of planned behavior variables with norm activation model to predict the behavioral intention to build eco-friendly…

Abstract

Purpose

The purpose of this paper is to combine the theory of planned behavior variables with norm activation model to predict the behavioral intention to build eco-friendly houses among adult house owners of Kerala. It was hypothesized that the moral obligation will mediate the relationship of both attitude and subjective norm toward the intention to build eco-friendly houses.

Design/methodology/approach

Data were collected from 269 adult house owners from Kerala with the help of structured questionnaires. Attitude toward eco-friendly houses was measured using semantic differential scale, subjective norm was measured using items adapted from Ajzen and Jansson and Dorrepaal, personal norm was measured using 7 items adapted from Jansson and Dorrepaal and behavioral intention to build eco-friendly house was measured using 14-item measures which probed the various characteristics of eco-friendly buildings. Data were analyzed using mediation analysis with the help of PROCESS macro plug-in of IBM SPSS.

Findings

The study revealed that the relationship between subjective norm and behavioral intention to construct eco-friendly houses was fully mediated by personal norm, and the relationship between attitude and behavioral intention was partially mediated by personal norm.

Research limitations/implications

Eco-friendly houses or sustainable architecture is the requirement of the time. Psychology can play a major role in increasing the choice to opt an eco-friendly alternative. The present study tries to develop a green marketing strategy by understanding the influential psychological variables. The study points to the importance of personal moral obligation of the people in the choice of the eco-friendly houses. The study is limited in itself because it failed to consider any situational factors that may be influential in the intention to build an eco-friendly house.

Originality/value

Considering the immediacy and potency of global climate change and the role green architecture can play to reduce the impact of the blow, eco-friendly architecture is inevitable. Many psychological studies have been instrumental in shaping and changing individual behaviors. Considering these facts the present study aims to identify the role of psychological variables in determining the intention to build eco-friendly houses. This study will help in identifying the relevant personal variables that can promote eco-friendly construction.

Details

Management of Environmental Quality: An International Journal, vol. 30 no. 4
Type: Research Article
ISSN: 1477-7835

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Article
Publication date: 24 October 2009

Christian A. Klöckner and Silvia Ohms

The purpose of this paper is to apply a structured approach to understand the importance of personal ecological norms in purchasing organic food. The norm‐activation‐model…

Abstract

Purpose

The purpose of this paper is to apply a structured approach to understand the importance of personal ecological norms in purchasing organic food. The norm‐activation‐model by Schwartz is used to predict self‐reported and observed purchase behaviour of organic milk.

Design/methodology/approach

The paper reports the results of a field study with 63 customers of a German supermarket. A combination of covert observation and in‐store interviews was applied to obtain reliable data on actual shopping behaviour and its predictors.

Findings

The results show that the self‐reported and the observed purchase of organic milk is predicted by personal ecological norms, social norms, and perceived behavioural control. Personal norms are activated by awareness of need, awareness of consequences, perceived behavioural control, and social norms. People with strong personal norms use “organic production”, the “EU‐BIO‐Label” and “ingredients” as additional criteria during their decision process. For people with strong ecological norms the price difference between organic and conventional milk, the lack of knowledge about organic milk, and convenience are less important constraints. Finally, people with strong personal norms react more sensitively to proposed norm‐centred interventions.

Practical implications

The study offers insight into the processes of motivating behaviour and can therefore be used to design intervention strategies. Suggestions are developed in the closing part of the paper.

Originality/value

The study applies for the first time the norm‐activation‐model to the domain of purchasing organic milk and underlines the importance of normative influences for this decision.

Details

British Food Journal, vol. 111 no. 11
Type: Research Article
ISSN: 0007-070X

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Abstract

Details

Threats from Car Traffic to the Quality of Urban Life
Type: Book
ISBN: 978-0-08-048144-9

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Article
Publication date: 1 October 2020

Ja Young (Jacey) Choe, Jinkyung Jenny Kim and Jinsoo Hwang

This study aims to examine diners’ behavioral intention to visit an edible insect restaurant, which is known to play an important role in sustainability, by integrating…

Abstract

Purpose

This study aims to examine diners’ behavioral intention to visit an edible insect restaurant, which is known to play an important role in sustainability, by integrating the theory of planned behavior and the norm activation theory.

Design/methodology/approach

A total of 439 samples were collected in South Korea. Structural equation modeling was used to test hypotheses.

Findings

The attitudes were influenced by subjective norms. Intentions were affected by the attitudes, the subjective norms and the perceived behavioral control. In addition, the five dimensions of cognitive triggers, which include environmental awareness, ascribed responsibility, biospheric value, environmental concern and perceived effectiveness, positively affected personal norms, and the personal norms positively influenced behavioral intentions.

Practical implications

It is an important practical implication of this study that tourism practitioners were delivered with the knowledge of establishing marketing strategies based on the destination’s green image of insect restaurants.

Originality/value

This study is expected to contribute to the extant knowledge, which will enable an understanding of the sustainability values of edible insect restaurants, and it will guide tourism practitioners to establish effective sustainable practices for the tourism industry.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 11
Type: Research Article
ISSN: 0959-6119

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Book part
Publication date: 13 October 2017

Jasmina Mangafić, Amila Pilav-Velić, Danijela Martinović and Merima Činjarević

The purpose of this chapter is to explore the mediating effect of consumer attitude towards purchasing organic food and moderating effect of consumer innovativeness on the…

Abstract

The purpose of this chapter is to explore the mediating effect of consumer attitude towards purchasing organic food and moderating effect of consumer innovativeness on the intention to purchase organic food. A consumer survey was conducted with a specific focus on buyers of organic food products in Bosnia and Herzegovina. Data were collected during December 2016 via an online survey, eventually obtaining 173 valid questionnaires for analysis. The indirect effect of organic food knowledge, subjective norm, personal norm, organic food availability, attitude towards organic food and organic food scepticism on intention to purchase organic food was tested using the PROCESS Macro in SPSS. The results revealed that organic food knowledge, subjective norm, personal norm, attitude towards organic food have indirect effects on consumer intention to purchase organic food. Moreover, findings suggest that attitude towards organic food purchase mediates the link between these four factors and consumer’s intention to purchase organic food. In addition, it was proven that consumer innovativeness positively moderates the attitude-purchase intention link in the context of organic food consumption. This chapter enhances the external validity of previous empirical findings beyond the Western European context. Further, it provides some important guidelines to the retailers to develop and implement marketing strategies for organic food products.

Details

Green Economy in the Western Balkans
Type: Book
ISBN: 978-1-78714-499-6

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