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1 – 10 of over 1000The purpose of this paper is to link national cultural values to personal pro‐environmental value orientations, in order to investigate why the salience of pro‐environmental value…
Abstract
Purpose
The purpose of this paper is to link national cultural values to personal pro‐environmental value orientations, in order to investigate why the salience of pro‐environmental value orientations differs cross‐culturally. A value‐based model is proposed and tested in a multinational study.
Design/methodology/approach
An empirical investigation of 1,096 consumers was conducted in five nations with a different cultural profile on the two cultural dimensions in‐group collectivism and assertiveness. The paper applies multi‐group structural equation modelling to test the moderating effect of culture on the impact of pro‐environmental values on attitudes and subjective norms.
Findings
The study reveals that the influence of a pro‐environmental value orientation differs substantially, according to national cultural values. While an ecocentric value orientation is important in the US, Canadian, German, and Australian samples which hold individualistic values, an anthropocentric value orientation is salient in the Russian sample, characterized by collectivistic values. The hypothesized influence of the national cultural value assertiveness, however, could not be established decisively.
Research limitations/implications
First, the present study considers culture as a national value on an aggregated level. Future studies should take into account cultural values at different levels of aggregation. Second, since only one collectivistic society is the object of the investigation, the results are limited in terms of generalizability.
Practical implications
In order to address the ecocentric value orientation in the analyzed individualistic societies, marketers should emphasize benefits for the environment in the USA, Canada, Australia, and Germany. By contrast, the positive consequences for humankind in general and future generations should be stressed in the collectivistic Russian sample.
Originality/value
The paper contributes to the literature by integrating both individual and national perspectives on the value‐based drivers of environmental concern. The study also provides insight into pro‐environmental consumer behavior in an emerging market (namely Russia), which has so far been neglected in cross‐cultural research.
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Kean Boon Chua, Farzana Quoquab, Jihad Mohammad and Rohaida Basiruddin
Environmental awareness became a crucial agenda for both academicians and practitioners. Effect of the individual’s value, belief and norm on their environmentally significant…
Abstract
Purpose
Environmental awareness became a crucial agenda for both academicians and practitioners. Effect of the individual’s value, belief and norm on their environmentally significant behaviour is vital on subsequent purchase decision of the consumers. Considering this, the present study aims to examine the relationships among value orientations, New Ecological Paradigm (NEP), and pro-environmental personal norm. Moreover, this research intends to investigate the mediating role of New Ecological Paradigm between value orientations and pro-environmental personal norm.
Design/methodology/approach
This study has utilized questionnaire survey among 277 paddy farmers at the Muda Agricultural Development Authority (MADA) area in Malaysia. Data was analyzed using Partial Least Squares technique in order to test study hypotheses. Partial Least Square technique was utilized to analyze the data to test the study hypotheses.
Findings
Results reveal that biospheric value, altruistic value and egoistic value positively and significantly affect NEP. It is also found that NEP positively and significantly affect pro-environmental personal norm. Data also supports the links between altruistic value and pro-environmental personal norm (PPN). However, the relationship between other two value-orientations (biospheric value and egoistic value) and PPN is not supported by the data. Additionally, NEP mediates the relationship between biospheric value and PPN as well as between egoistic value and PPN. Contrary to this, NEP does not mediate the relationship between altruistic value and PPN.
Practical implications
The findings of this study will guide the agrochemical industry to understand how to enhance consumers’ behavioural aspect towards the environmental welfare. As handling of agrochemical is hazardous to health and environment, the knowledge on the effect of value orientation, belief and norm holds the key to inculcate good agricultural practice.
Originality/value
The present study is among the pioneers to consider NEP as the mediator between three types of value orientation and personal norm. Additionally, this study examined the relationship between NEP and PPN as well as between value orientations and PPN which are comparatively new to the existing body of literature. Nevertheless, this study considers NEP as a multidimensional constructs which is relatively new. Last, but not the least, the findings elaborate the existing knowledge of individual’s environmental concern in the context of agrochemical purchase.
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 poisonous…
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.
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This study aims to examine how higher education can mold pro-environmental actions among students with educational social-marketing leads; it probes into the direct influence of…
Abstract
Purpose
This study aims to examine how higher education can mold pro-environmental actions among students with educational social-marketing leads; it probes into the direct influence of four value orientations toward pro-environmental beliefs, norms and behaviors.
Design/methodology/approach
This quantitative research sought deductive reasoning. Data gathering took place in January 2023, following a cross-sectional framework. The researcher visited various private universities in Egypt, which used effort to change the practices among students toward sustainable developments, distributing digitally administrated questionnaires to students on campus. Through convenience nonprobability sampling, 581 questionnaires were collected and statistically analyzed, using SPSS.
Findings
This study shows that altruistic and biospheric value impact students’ personal beliefs toward pro-environmental behaviors; students’ personal beliefs significantly impact the norms that are present on campus; the norms found on campus impact significantly students to behave as green passengers, recyclers and utility-savers.
Practical implications
Higher education institutions play a significant role in promoting the manifestations of rationality and objectivity among students about environmental challenges and sustainable development. Eco-friendly behaviors are rooted in values; thus, understanding the initial values among students is critical in developing coping strategies and social marketing initiatives that inspire the needed conservational behaviors.
Originality/value
By aligning the value-belief-norm theory with two disciplines (higher education on sustainability and social marketing), this study builds upon the theory, identifying the underlying value-structures that inspire students’ necessary environmental and sustainable behaviors to improve societies for future generation rightness. This study provides more nuanced insights into a better educational intervention for shaping students’ manners toward environmentalism to improve communities worldwide.
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Likun Ni, Sayed Fayaz Ahmad, Ghadeer Alsanie, Na Lan, Muhammad Irshad, Rima H. Bin Saeed, Ahmad Bani Ahmad and Yasser Khan
This study aims to find out the role of green curriculum (GC) in making a green generation (GG) and ensuring sustainability. The study considers the green curriculum a key factor…
Abstract
Purpose
This study aims to find out the role of green curriculum (GC) in making a green generation (GG) and ensuring sustainability. The study considers the green curriculum a key factor for understanding environmental values orientation (EVO) and adopting pro-environmental behaviors (Pr-EnB) for social, economic, human and environmental sustainability.
Design/methodology/approach
The study is quantitative and cross-sectional. Partial least square-structural equation modeling was used to test the research model and data which was collected through a questionnaire survey from university faculty and students in Pakistan, Saudi Arabia and China.
Findings
The findings show that the GC has significant positive effects on EVO and pro-environmental behavior. However, it has no significant effect on social sustainability. There is a positive significant effect of pro-environmental behavior on economic, environmental, human and social sustainability. Whereas, environmental orientation has no significant effect on economic sustainability but significantly influences environmental, human and social sustainability. GC has no significant effect on economic, environmental and human sustainability. However, when considering the combined effects of GC and environmental values orientation or pro-environmental behavior, significant positive effects were found on economic, environmental, human and social sustainability.
Research limitations/implications
The result suggests that implementing a GC positively influences environmental orientation, pro-environmental behavior and various dimensions of sustainability.
Practical implications
These results have implications for educational institutions and policymakers aiming to promote sustainability through green curriculum and help in the attainment of sustainable development goals.
Originality/value
The study fulfills an essential need to obtain sustainability and sustainable development goals through education.
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Muhammad Tamar, Hillman Wirawan, Triani Arfah and Retno Pratiwi Sutopo Putri
This study aims to investigate the effect of prosocial values on pro-environmental behaviours via attitudes in which environmental knowledge and proself values moderate the…
Abstract
Purpose
This study aims to investigate the effect of prosocial values on pro-environmental behaviours via attitudes in which environmental knowledge and proself values moderate the relationship. This study also examines the application of the Theory of Planned Behaviour and Cognitive Dissonance.
Design/methodology/approach
This study employed a quantitative method to examine potential positive or negative moderating effects of environmental knowledge and proself values on environmental attitudes and behaviour. Participants were undergraduate students recruited from a state university in the eastern part of Indonesia. The online survey link was randomly sent to 500 students in 14 different Faculties with a response rate of 57% (285) participants (80% female). Data were analysed using a moderated-mediation regression technique.
Findings
The results suggested that only biospheric value positively affected pro-environmental behaviours. Environmental knowledge negatively moderated the relationship between prosocial values and environmental attitudes. Similarly, high egoistic value potentially reduced the effect of environmental attitude on pro-environmental behaviours. Environmental knowledge could impede the positive impacts of prosocial values while egoistic value negates the effect of attitude on pro-environmental attitude.
Research limitations/implications
Although the findings supported most hypotheses, this study did not control the effect of some demographic variables such as education and social-economic status. Participants tended to share some similar characteristics, which potentially influenced the results.
Originality/value
This study challenged some common antecedents of pro-environmental behaviours and offered some alternative explanations. This study has offered a new insight in understanding unique interactions among values, knowledge and attitude.
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Azila Jaini, Farzana Quoquab, Jihad Mohammad and Nazimah Hussin
There is a growing need to conduct more studies to understand the green purchase behavior of cosmetics products because of its increasing trend in the emerging markets…
Abstract
Purpose
There is a growing need to conduct more studies to understand the green purchase behavior of cosmetics products because of its increasing trend in the emerging markets. Considering this, the study aims to shed some light on the factors that affect green purchase behavior of Malaysian consumers in the context of cosmetics product purchase. More specifically, the objective of this study is to examine the effect of altruistic and hedonic values and the mediating effect of personal norm and pro-environmental belief toward green purchase behavior.
Design/methodology/approach
An online survey using judgmental sampling technique was used to gather responses from green cosmetics consumers. A questionnaire was designed to measure the study variables, which was then tested for content, and face validity and reliability prior to its administration. The structural equation modeling using the partial least squares approach (SmartPLS, version 3.7) was used to test the study hypotheses.
Findings
The results revealed that hedonic value has a significant and positive effect on pro-environmental belief. However, altruistic value did not exert any significant effect on pro-environmental belief. It is also found that pro-environmental belief positively affects personal norm, and as a consequence, personal norm affects green purchase behavior. The data also support the mediating effect of pro-environmental belief in the relationship between “hedonic value and personal norm.” Nevertheless, pro-environmental belief did not mediate the relationship between altruistic value and personal norm. Lastly, personal norm mediates the relationship between “pro-environmental belief and green purchase behavior”.
Practical implications
The findings from this study enable managers, marketers and policy makers to execute better green strategies that would boost consumers’ green purchase behavior toward cosmetics products.
Originality/value
This study contributes to the existing literature on green purchase behavior by testing hedonic value as the antecedent and pro-environmental belief as the mediator by using the value-belief-norm theory. Moreover, this is a pioneer study to consider personal norm as the mediator of green purchase behavior.
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Idrees Waris, Asif Iqbal, Riaz Ahmed, Sharizal Hashim and Adeel Ahmed
The unsustainable practices of hotels have greatly contributed to ecological imbalances, encompassing excessive energy and water consumption, improper waste disposal and…
Abstract
Purpose
The unsustainable practices of hotels have greatly contributed to ecological imbalances, encompassing excessive energy and water consumption, improper waste disposal and inadequate resource management. Information publicity (IP) plays an effective role in influencing tourists' intentions to visit green hotels. Therefore, the current study has incorporated IP into the value-belief norm (VBN) framework to examine tourists' intentions to visit green hotels.
Design/methodology/approach
This study is a correlational research design, and the purposive sampling technique was employed for the data collection. The study used 355 valid data and analyzed them via partial least squares structural equation modeling (PLS-SEM).
Findings
The study results show that egoistic values have the greatest impact on pro-environmental beliefs (ENBs). In addition, the results indicate the impact of ENB and IP on personal norms (PNs), leading toward the intention to visit green hotels.
Practical implications
This study helps hotel managers devise and execute effective marketing strategies for green hotels. Hospitality marketers should pay more attention to values, orientations and IP, emphasizing the significance of these factors in increasing the visits of customers to green hotels.
Originality/value
IP, an important factor that informs tourists about hotels that are environmentally friendly, has been neglected in the tourism research. This research examines the significance of IP in developing ENBs and influencing the PN of tourists.
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Muhammad Abid Saleem, Lynne Eagle and David Low
Climate change and global warming are acknowledged to be growing issues caused by emissions of greenhouse gases. Fuel-efficient or green cars offer a technological solution to…
Abstract
Purpose
Climate change and global warming are acknowledged to be growing issues caused by emissions of greenhouse gases. Fuel-efficient or green cars offer a technological solution to reduce CO2 emissions from car exhaust. This study aims to draw on value–belief–norm (VBN) theory to provide an explanation of eco-socially conscious consumer behavior (ESCCB) related to the choice and use of personal cars.
Design/methodology/approach
The data was collected from 1,372 customers of the automobile industry of Pakistan, randomly drawn from 8 metropolitan cities. Partial least squares structural equation modeling is used to verify the hypotheses of the study.
Findings
By using variance-based structural equation modeling, this study showed that the VBN theory is fully supported in the cultural context of Pakistan and behavioral context of ESCCB. More specifically, personal introjected norms of the customers proved to be strong predictors of ESCCB while personal integrated norms predicted eco-social purchase intentions well.
Originality/value
To the best of the authors’ knowledge, this is the only study of its kind that examines the VBN model in the context of a developing country, Pakistan, and for a category of behaviors rarely tested before, i.e. ESCCBs related to purchase and use of personal cars.
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Muhammad Abid Saleem, Lynne Eagle, Asif Yaseen and David Low
In the wake of growing environmental issues, active public and corporate interventions are inevitable to reduce the negative impact of human activities on global environments…
Abstract
Purpose
In the wake of growing environmental issues, active public and corporate interventions are inevitable to reduce the negative impact of human activities on global environments. Building on the Norm Activation Model and Value-Belief-Norm Theory, the purpose of this paper is to report on research exploring consumers’ eco-socially conscious behaviours related to the choice and use of personal cars in a developing country, Pakistan.
Design/methodology/approach
To test a moderated-mediation model of environmental values, perceived consumer effectiveness (PCE), spirituality and eco-socially conscious consumer behaviours (ESCCBs), data were collected from 447 customers of three automobile manufacturing firms from eight different cities of Pakistan. The data collection was undertaken by using a self-administered questionnaire based on key themes in the literature.
Findings
Analysis of the data revealed that altruistic and egoistic values were negatively while biospheric values were positively associated with eco-ESCCB. PCE mediated all the relationships and spirituality moderated the mediated paths.
Originality/value
Although there are several models that explain purchase and use of personal cars in isolation or in conjunction with other general pro-environmental behaviours, an explanation of the eco-social aspects of purchase and use of personal cars in one theoretical model is rare to find. Second, among the many theoretical predictors and intervening factors explaining several pro-environmental behaviours, some culture-specific factors have been ignored – spirituality being one of them. This study contributes to the body of knowledge related to pro-environmental behaviours by conceptualising and testing the impact of spirituality in a moderated-mediation model.
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