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This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.

By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.

VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.

The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.

The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.

This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.

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.

The purpose of the study is twofold. First, it aims to analyse the impact of green human resource management (GHRM) on green employee creativity. Second, it further explores the mediating role of personal moral norms between GHRM and green employee creativity.

Through multi-source and multi-level analysis, data was collected from 46 managers and 315 employees to investigate the role of personal moral norms in GHRM and green employee creativity. For data analysis, multi-level structural equation modelling was applied using Mplus software version 8.6.

Positive and significant effects were observed between GHRM, personal moral norms and green employee creativity. However, personal moral norms partially mediated the relationship between GHRM and green employee creativity.

The study is first in itself to explore the interplay between the variables in a multi-level manner. The present study aims at addressing the urgent call by the United Nations regarding Sustainable Development Goals (SDGs) for three key SDGs, focussing on decent work and economic growth (SDG 8), boosting industry, innovation and infrastructure (SDG 9) and supporting climate action (SDG 12).

This study aimed to investigate the mediating roles of social and personal norms in the relationships between transcendent values (i.e. altruistic and biospheric) and responsible computer acquisition behaviour (RCAB). Previous studies suggested the role of norms in explaining the value–behaviour relationship. However, they did not provide sufficient evidence of the mediating roles of both personal and social norms.

A self-administered questionnaire was employed to gather data from 571 consumers in Malaysia. The data were analysed using the structural equation modelling method.

It was found that personal and social norms partially mediate the relationship between altruistic values and RCAB. Social norms also partially mediate the relationship between altruistic values and personal norms. However, there was no significant relationship between biospheric values and RCAB; thus, the norms have no mediation roles.

It provides policymakers and marketers insights into ways of encouraging pro-environmental behaviour such as RCAB.

This research provides empirical evidence of the mediating roles of personal and social norms in value–behaviour relationships in an emerging market context.

This study aims to examine the role of personal and subjective norms in predicting waste sorting, an increasingly relevant pro-environmental behavior.

This study obtained data from a sample of 300 respondents from three Indonesian cities. Purposive sampling was employed to obtain information from specific segments of Indonesian population. The analysis consisted of a two-stage procedure including confirmatory factor analysis and covariance-based structural equation modeling.

Results demonstrated that both subjective and personal norms significantly and directly predict waste sorting behavior (WSB) bypassing intention to behave.

The fact that norms held by individuals are able to single-handedly drive pro-environmental behaviors implies that previous studies and social marketing campaigns may have overstated the role of intention.

In designing marketing communication programs promoting WSB, this paper argues that targeting normative tendencies of the audience may provide a more effective strategy than focusing on explicit pro-environmental intentions and attitudes of the public.

This study provided a new experimental test and confirmation of the role of subjective norms, the normative component of the theory of planned behavior and of personal norms, the normative component of the norm activation theory, in predicting WSB.

The purpose of this study is to develop and test a theoretical model of Fairtrade buying behavior that supports Sustainable Development Goals (SDGs) by addressing the nexus between just-world beliefs, along with the normative influences, self-identity and altruistic values.

A conceptual framework on the influence of just-world beliefs for Fairtrade purchase intentions is proposed to analyze the role of just-world beliefs on the effects of normative influences and altruistic values for the intention to purchase Fairtrade products that support SDGs. These conceptualizations are empirically tested on a representative sample of 217 consumers.

Just-world beliefs play a central role in the purchase intention by having a direct effect on purchase intention and an indirect effect mediated by personal norms and self-identity. They partially mediate the effects of altruistic values and social norms on the purchase intention of Fairtrade products that support SDGs.

The research provides a better understanding of the influences of these contextual variables on ethical consumption and contributes to both the theory and practice of how businesses can achieve SDGs. The psychological rationale of just-world beliefs provides a new approach to marketing strategy and communication aimed at increasing purchase intention of Fairtrade products that support the fundamental goals of the UN sustainable development.

Waste management behaviours (WMBs) play an important role in minimising metropolitan solid waste generation and reducing the environmental impacts caused by waste disposal. The purpose of this paper is to investigate the role of social norms, organisational norms and personal norms in explaining individuals’ engagement in WMBs, which include waste avoidance, green purchasing, reusing and recycling and waste disposal.

The metropolitan city of Bangkok, Thailand was selected as a case study – it faces waste management problems caused by a massive increase in waste over the past decade. This study distributed questionnaires to 193 public and private officers residing in the city of Bangkok. Path analyses and a multiple regression analysis were performed to test the effect of each norm and the association of various norms on individuals’ engagement in WMBs.

The results revealed that organisational norms had the strongest effect (both direct and indirect) on WMBs. Personal norms also had a direct effect on WMBs. In contrast, social norms did not directly influence WMBs; however, they did have an indirect effect on WMBs through organisational norms.

This study suggests that the role of organisational norms should be heavily emphasised in promoting the WMBs of public and private officers.

This study found that the role of organisational norms is the most significant factor influencing WMBs in workplaces. In addition, both provincial and subjective environmental norms in organisations significantly affect WMBs. They should be enhanced in order to promote WMBs in organisations.

This research systematically reviewed studies on tax compliance based on five determinants consisting of tax services, trust in government, personal norm, social norm and religiosity.

The research used a vote-counting method to synthesize 279 studies consisting of 160 empirical studies and 119 non-empirical studies conducted from 1946 until 2017.

The research has made a relatively robust conclusion related to the impacts of determinant factors on tax compliance. Tax service and trust in government are the most critical factors to increase tax compliance. Personal norm, social norm and religiosity encourage tax compliance, yet the influence is not as strong as expected.

This research suggests that improving tax service and government trust are more effective and relatively easier to implement than developing the taxpayers' positive behaviors.

Several studies conducted to synthesize the impacts of determinant factors on tax compliance were only limited to the empirical research which provided sufficient statistical data. On the other hand, there were many substantial research types discussing tax compliance without involving statistical numbers. The facts have distorted the complete picture of tax compliance. Recently, no synthesis studies have comprehensively combined and compared the empirical with non-empirical research based on the related theories. Thus, the synthesis studies that discuss tax compliance based on non-deterrence approach are still limited.

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.

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

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.

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.

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.