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Open Access
Article
Publication date: 22 January 2021

Kaja Primc, Marko Ogorevc, Renata Slabe-Erker, Tjaša Bartolj and Nika Murovec

The diversity of perspectives means that one can find many factors and models of proenvironmental behavior. However, they typically suffer from limitations and varying degrees of…

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Abstract

Purpose

The diversity of perspectives means that one can find many factors and models of proenvironmental behavior. However, they typically suffer from limitations and varying degrees of validity in specific contexts, suggesting that today the prime goal should be to learn and improve the models which have been already developed. In this study, the authors build on the model for predicting proenvironmental behavior developed by Oreg and Katz-Gerro (2006), namely one of the most comprehensive cross-national proenvironmental behavior models and one of the few not to be limited to either a local or single-country context or specific proenvironmental behavior.

Design/methodology/approach

By using the statistical matching technique, the authors merged data from two existing databases without common identifiers – the International Social Survey Program (environmental module) and the European Social Survey (Round 5). The resulting multinational data concerning 9,710 observations enabled a replication with extensions of Oreg and Katz-Gerro's (2006) proenvironmental behavior model that incorporates newly added Schwartz's theory of human values. To achieve the study's main objective, that is, to present improvements to the original model of proenvironmental behavior, the authors used structural equation modeling (SEM) procedures to estimate four competing models in the R program.

Findings

This study implies that Schwartz's individually measured motivational types of values (benevolence [BE], universalism [UN], self-direction [SD]) are predictors of people's proenvironmental behavior, while his conceptualization of post-materialism yields a better model fit than Inglehart's country-level post-materialism scores. The results also corroborate previous findings that post-materialist values can stimulate proenvironmental behaviors through attitudes, perceived behavioral control and intentions. The present study reveals that proenvironmental attitudes did not change substantially in the 10-year period, even though the world's environmental and sustainability challenges have largely increased. Surprisingly, the mean value of several of the perceived threat variables even decreased.

Originality/value

The authors externally validate one of the most comprehensive proenvironmental behavior models by reproducing it using new multinational large-sample data with nearly 10,000 observations collected 10 years later. The most significant addition to the original model introduced in the current study is the inclusion of Schwartz's motivational types of values, which are measured at the individual level, namely BE, UN and SD. The authors also extend the model by adding proenvironmental behavior measures and group the construct into three latent variables: saving natural resources, green purchasing and environmental activism.

Details

Baltic Journal of Management, vol. 16 no. 2
Type: Research Article
ISSN: 1746-5265

Keywords

Article
Publication date: 17 October 2023

Ina Nur Ratriyana

Youths are known as a challenging group to be engaged in environmental programs due to their fickle characteristic. This study would like to offer Global South and developing…

Abstract

Purpose

Youths are known as a challenging group to be engaged in environmental programs due to their fickle characteristic. This study would like to offer Global South and developing countries' perspectives by using Indonesia as a case study. This study gives a lesson about the top-down approach in Indonesia's proenvironmental program and its trajectories toward youth participation.

Design/methodology/approach

Using a case study approach, this article tries to deeply understand the issues happening in Indonesia, particularly among the young people living in several cities in Indonesia. The author was helped by the first participant, a student with experience with air pollution campaigns. Using snowball approach, the authors was helped by the first participant to contact with her friends from different cities to join as the participant in this research. To obtain their dynamic perspectives, the researcher conducted three focus group discussions via Zoom, each with a duration of 1.5–2 h. The researcher asked for their written permission to be participants through WhatsApp text and then verbally via Zoom video call. This research was done during the lockdown status of COVID-19 pandemic; thus, it was advised to do every research activity online. Based on their experience, the participants were divided into three groups: volunteers, influencers and university students aged 18–21. These Focus Group Discussion (FGD) results were transcribed and coded into behavior, peer support and knowledge by the author.

Findings

This study found that youths in Indonesia are concerned about the community's perspective on the environment; thus, their behavior will mirror others as part of a collectivist society. Parents, friends and the community are their role models when practicing proenvironmental behavior. Next, environmental education should be embedded in school curricula and religious centers. In addition, they should apply an open and democratic approach to reach youths' participation effectively. Programs and curricula with a top-down approach should be avoided to maintain sustainable actions. Last, there is an urgent need to develop citizens' literacy about environmental issues because it will highly influence young generations.

Research limitations/implications

There should be more discussion on developing environmental knowledge for citizens at large. First, the next research should focus on the curricula development in formal and nonformal organisations, focusing on youths' voices during the process. In a proenvironmental program, honoring and prioritizing youth voices is central to youth work. Second, there should be further research on using a democratic approach for building conversation and discussion on environmental issues rather than a top-down approach. Further, researchers must focus on Indonesians' literacy in general, especially older and mature citizens, since their perspective will affect youths' behavior in the long term. These positive attitudes cannot be perceived and sustained if the community comments negatively toward proenvironmental behavior. Last, there is a lack of exploration to the influencers group to show their differences with other groups. Other researchers could further explore this in the future.

Practical implications

Multiple approaches must be used continuously to ask and seek youths' opinions, listen to what youths want and then prioritize them in the program. Rather than using programmatic design and delivery to shape social attitudes and behavior, campaigners should discuss with youths and influencers on creating their campaigns rather than maintain the program's sustainability. Environmental campaign messages should integrate with creative storytelling to build engagement with young people. By implementing this, youths could share their expressions using photography, narration, music, etc.

Originality/value

Indonesia becomes a significant case study for this research due to its political and cultural system. Indonesia is known as a paternalistic and corporatist country where the practice of citizenship is challenged by the issue of power dynamics and imbalance. Therefore, a top-down communication is a common practice to create a quick-fix solution to foster productivity. Further, Indonesia has an environmental problem which made it vital for climate study. Globally, Indonesia ranks third in greenhouse gas emission after China and India. Recently, its capital city, Jakarta, is ranked as the worst-polluted city in the world.

Details

Asian Education and Development Studies, vol. 12 no. 4/5
Type: Research Article
ISSN: 2046-3162

Keywords

Article
Publication date: 17 March 2022

Thi Phuong Linh Nguyen

The purpose of this paper is to investigate factors affecting Vietnamese consumers’ intention and behavior toward “bringing your own shopping bags” (BYOB) instead of using plastic…

Abstract

Purpose

The purpose of this paper is to investigate factors affecting Vietnamese consumers’ intention and behavior toward “bringing your own shopping bags” (BYOB) instead of using plastic bags based on integrating theories: theory of planned behavior (TPB) and norm activation model (NAM).

Design/methodology/approach

The study used a combination of in-depth interviews and large-scale surveys. Data were collected from 536 Vietnamese consumers to explore the relationship among eight factors in the research model, including behavior, intention, attitude (AT), subjective norms (SN), perceived behavioral control, the ascription of responsibility, awareness of consequences and personal norm (PN). The data collected went through quantitative analysis steps, including Cronbach’s alpha reliability test, exploratory factor analysis, confirmatory factor analysis and structural equation modeling for scales and hypotheses testing by using SPSS and AMOS data analysis tools.

Findings

The results show that in a developing country like Vietnam, attitude and PNs have a stronger impact on intention toward BYOB than other factors, and the study also reveals the moderate relationship between intention with actual behavior toward BYOB. The proposed hypotheses are all accepted except the hypothesis about the relationship between SN and PNs.

Research limitations/implications

The main limitation of this paper is that the integrative model of TPB and NAM only explains 57% of the variance of the intention toward BYOB.

Practical implications

Based on the results of the study, the author makes some suggestions for Vietnamese state management agencies to promote BYOB.

Originality/value

To the best of the authors’ knowledge, this study represents for the first time the application of an integrated model of TPB and NAM to learn about the intention and behavior toward BYOB.

Details

Journal of Social Marketing, vol. 12 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 28 September 2023

Felicia Naatu, Ilan Alon, George Kofi Amoako and Dekuwmini Mornah

This study aims to fill the gap on proenvironmental behavior studies among consumers in bottom of the pyramid (BOP) market by examining the relationship between values, beliefs…

Abstract

Purpose

This study aims to fill the gap on proenvironmental behavior studies among consumers in bottom of the pyramid (BOP) market by examining the relationship between values, beliefs and norms among Ghanaian consumers.

Design/methodology/approach

A sample of 324 Ghanaian consumers (responses rate of 64%) was used to estimate the model. The data was analyzed using maximum likelihood robust approach of Lavaan package for structural equation modeling in R.

Findings

The findings show that there is no significant relationship between values and the new ecological worldview, which also does not affect awareness of environmental consequences. However, awareness of consequences, likely based on personal experiences, significantly impacts perceived ability to reduce threats to the environment. Ghanaian consumers are mainly influenced by personal experiences with local environmental consequences that affect their perceived ability to reduce threats to their environment and their willingness to engage in proenvironmental behavior. The study supports the argument that proenvironmental behavior is the result of complex decision-making that might be influenced by a country’s economic situation, infrastructure, culture and institutions.

Research limitations/implications

This study focuses on a single country in Africa. More studies are needed among other base of the pyramid countries, and in comparison to developed countries’ consumers.

Originality/value

The study adds to the limited knowledge regarding sustainable consumption in the neglected context of the bottom of the pyramid market.

Details

Competitiveness Review: An International Business Journal , vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1059-5422

Keywords

Article
Publication date: 25 January 2023

Cong Doanh Duong

This study aims to integrate the theory of planned behavior (TPB), norm activation model (NAM) and stimulus–organism–behavior–consequences theory (SOBC) with the moderators to…

Abstract

Purpose

This study aims to integrate the theory of planned behavior (TPB), norm activation model (NAM) and stimulus–organism–behavior–consequences theory (SOBC) with the moderators to investigate the main determinants of energy-saving behaviors as well as how group-level factors and media publicity significantly facilitate the energy-saving intention-behavior linkage among dormitory students in higher education institutions (HEIs).

Design/methodology/approach

A valid sample of 325 dormitory students resided in universities of Vietnam and a three-step analysis approach via SPSS 28.0 and AMOS 25.0 were used to test the hypothesized model.

Findings

This study yields that external stimuluses (subjective norms and perceived behavioral control) positively and strongly stimulate energy–energy attitude, while internal stimuluses (ascription of responsibility, awareness of consequences) arouse personal norms. Both internal and external stimuluses were found to have serially mediation effects on energy-saving behaviors via attitude toward energy saving, personal norms and energy-saving intention. Remarkably, group interaction and media publicity exert prominent positive moderation effects on the energy-saving intention–behavior relationship.

Practical implications

The findings of this research can be valuable for HEIs and policymakers to inspire university students’ energy conservation behavior for sustainable development goals.

Originality/value

This study contributed to the proenvironmental literature by adopting the SOBC paradigm that strengthens the integration of TPB and NAM models to explore the main determinants of dormitory students’ energy-saving behaviors, explain the underlying mediation mechanisms of organisms and behavioral responses and illustrate the moderation role of group-level factors and media publicity.

Article
Publication date: 17 May 2022

Li Zhao, Jianxin Sun, Ling Zhang and Bowen Ma

This study investigated whether there are differences in the effects of green traditional media communication (GTMC) and green social media communication on consumers' intention…

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Abstract

Purpose

This study investigated whether there are differences in the effects of green traditional media communication (GTMC) and green social media communication on consumers' intention to cocreate green value (ICGV) in post-COVID-19 China. The authors further tested the chain mediating role of cocreation efficacy and cocreation outcome expectation and the moderating role of perceived CSR image.

Design/methodology/approach

Using a survey, we collected a dataset of 683 consumers through stratified random sampling in main shopping malls in four Chinese cities. Structural equation modeling (SEM) was used to test the conceptual framework and hypotheses, and bootstrapping was used to estimate the mediated standardized regression coefficients. Multiple linear regression analysis was used to test the moderating effect.

Findings

GTMC, firm-created content (FCC), and user-generated content (UGC) all had positive effects on ICGV. Cocreation efficacy and cocreation outcome expectation had a chain mediation effect in GTMC and ICGV, UGC, and ICGV. Perceived CSR image positively moderated the effects of both GTMC and FCC on ICGV. However, perceived CSR image did not significantly moderate the relationship between UGC and ICGV.

Originality/value

This study contributes to our understanding of the effect of green media communication on consumers' ICGV in post-COVID-19 China. It also develops the concepts of cocreation efficacy and cocreation outcome expectation. Moreover, analyzing the chain mediating role of cocreation efficacy and cocreation outcome expectation in green media communication and ICGV extends social cognitive theory to the context of green value cocreation. Finally, examining the moderating role of perceived CSR image provides a basis for understanding the boundary conditions of green media communication's effect on ICGV.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Open Access
Article
Publication date: 7 February 2022

Li-San Hung and Mucahid Mustafa Bayrak

The purpose of this study was to examine the relationships between gender ideologies and the motivation to mitigate climate change among a sample (N = 663) representative of the…

Abstract

Purpose

The purpose of this study was to examine the relationships between gender ideologies and the motivation to mitigate climate change among a sample (N = 663) representative of the Taiwanese population, taking into account the different aspects of gender ideology measures and the multidimensionality of gender ideologies.

Design/methodology/approach

A landline-based telephone survey in Taiwan was used to collect research data. Pearson correlations were used to determine the associations between gender ideologies and motivation to mitigate climate change, and multiple regression analysis was performed to determine whether gender ideology measures were predictors for motivation to mitigate climate change.

Findings

The results suggested that the relationships between gender ideologies and mitigation motivation are complex, and that both traditional and egalitarian views of gender ideologies, measured using different scales, are positively associated with motivation. The dynamics of relationships among subgroups divided by gender and marital status need to be considered, as the relationships between gender ideologies and motivation are salient for unmarried individuals as well as married females.

Research limitations/implications

The findings support the premise that gender ideologies play an essential and complex role in individual climate change mitigation behaviors.

Originality/value

This is the first study that systematically examined the relationships between gender ideologies and motivation to mitigate climate change.

Details

International Journal of Climate Change Strategies and Management, vol. 14 no. 2
Type: Research Article
ISSN: 1756-8692

Keywords

Article
Publication date: 9 August 2022

Xinfeng Ye, Shaohan Cai, Xinchun Li and Zhining Wang

The purpose of this paper is to argue that green hope (GH) and green organizational identification (GOI) play critical roles in transforming top management green commitment (TMGC…

Abstract

Purpose

The purpose of this paper is to argue that green hope (GH) and green organizational identification (GOI) play critical roles in transforming top management green commitment (TMGC) into desired employees task-related green behavior (TRGB) and voluntary workplace green behavior (VWGB) based on positive psychology.

Design/methodology/approach

The authors test the multilevel moderated mediation model by analyzing data collected from 491 hospitality employees and their direct supervisors in 103 teams. At Time 1, the authors conducted a survey of 905 team members to provide demographic information and evaluate TMGC, as well as their own GOI. At Time 2, the authors sent a follow-up questionnaire to employees who participated Time 1, asking them to evaluate their GH in the workplace. At Time 3, the authors sent questionnaires to the leaders of the respondents of T2 survey and invited them to evaluate TRGB and VWGB in the workplace.

Findings

The results show that TMGC facilitates two types of employees’ behaviors toward both TRGB and VWGB by enhancing hospitality employees’ GH. As a team-level variable, GOI has a positive moderating effect on the association between TMGC and GH. The authors discuss the theoretical implications as well as practical implications for managers seeking to promote sustainability in their hospitality industry.

Originality/value

This is one of the first empirical studies to investigate the mediating effects of a positive psychology variable, namely, GH – and the moderating effects of GOI on the relationship between TMGC and employee green behavior (EGB).

Article
Publication date: 22 February 2022

Golnaz Darban, Osman M. Karatepe and Hamed Rezapouraghdam

This paper tests a research model that examines work engagement (WENG) as a mediator between green human resource management (GHRM) and absenteeism and green recovery performance.

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Abstract

Purpose

This paper tests a research model that examines work engagement (WENG) as a mediator between green human resource management (GHRM) and absenteeism and green recovery performance.

Design/methodology/approach

To gauge the aforesaid linkages, the authors used data collected from employees and their supervisors in the international five-star chain hotels in Istanbul, Turkey. One-hundred and eighty-two respondents completed the surveys.

Findings

GHRM fosters WENG. As predicted, WENG alleviates absenteeism and triggers green recovery performance. Employees' favorable perceptions of GHRM (cognitive evaluation) give rise to higher WENG (emotional response), which in turn directs their behaviors such as reduced absenteeism and higher green recovery performance (behavioral response).

Originality/value

No empirical study has gauged the linkage between GHRM and WENG and nonattendance behavior or absenteeism so far. Moreover, there are few empirical pieces in the current literature that have tested the mechanism through which GHRM is associated with green and/or nongreen outcomes.

Details

Employee Relations: The International Journal, vol. 44 no. 5
Type: Research Article
ISSN: 0142-5455

Keywords

Article
Publication date: 26 September 2023

Allah Wasaya, Catherine Prentice and Aaron Hsiao

This paper aims to review norms and their relationship with consumer behavior in the tourism sector. The review aims to identify gaps in relation to various norms and their impact…

Abstract

Purpose

This paper aims to review norms and their relationship with consumer behavior in the tourism sector. The review aims to identify gaps in relation to various norms and their impact on the literature to provide future research recommendations.

Design/methodology/approach

A systematic literature review method was used to analyze norms in consumer behavior research within the context of tourism and hospitality. The review focused on the research context, conceptualizations, roles, measurements, theoretical backgrounds and the major findings.

Findings

The review reveals that the conceptualizations and dimensionality of norms in the existing studies are inconsistent, and most research in the tourism context only adopted the concept partially without capturing the totality of the concept. The theoretical gaps and measurement of norms were also identified for future research.

Research limitations/implications

This study contributes to a better understanding of the role of norms in shaping tourist behavior and can guide practitioners in developing effective marketing strategies. The findings suggest the need for a more comprehensive understanding of the concept of norms in tourism in relation to theoretical underpinnings, measurement and application. The recommendations provided in this study can guide future research on norms and tourist behavior.

Originality/value

Norms have been extensively discussed in the literature. This paper is the first to systematically review norms and their influence on consumer behavior in the tourism sector.

目的

本文审视规范及其与旅游业消费者行为的关系。此审查旨在确定关于各种规范及其对文献的影响的差距, 并提供未来研究建议。

方法

采用系统文献综述方法, 分析了旅游和酒店消费者行为研究中的规范。审查侧重于研究背景、概念化、角色、测量方法、理论背景和主要发现。

研究结果

审查发现现有研究中规范的概念化和维度存在不一致性, 而大多数旅游环境下的研究只部分采用了该概念, 未能完整捕捉概念的整体。还确定了未来研究中规范的理论差距和测量问题。

意义

本研究有助于更好地理解规范在塑造游客行为中的作用, 并可以指导从业者制定有效的营销策略。研究结果表明, 需要更全面地理解规范概念在旅游中的理论基础、测量和应用。本研究提供的建议可以指导未来关于规范和游客行为的研究。

独创性/价值

规范在文献中已经广泛讨论。本文是第一个系统地审查规范及其对旅游业消费者行为的影响。

Propósito

Este artículo examina las normas y su relación con el comportamiento del consumidor en el sector turístico. El objetivo de la revisión es identificar brechas con relación a diversas normas y su impacto en la literatura, para proporcionar recomendaciones en futuras investigaciones.

Metodología

Se empleó un método de revisión sistemática de la literatura para analizar las normas en la investigación del comportamiento del consumidor en el contexto del turismo y hostelería. La revisión se centró en el contexto de investigación, conceptualizaciones, roles, medidas, fundamentos teóricos y los principales hallazgos.

Resultados

La revisión revela que las conceptualizaciones y la dimensionalidad de las normas en los estudios previos son inconsistentes, y la mayoría de las investigaciones en el contexto del turismo solo adoptaron parcialmente el concepto sin capturar la totalidad de este. También se identificaron lagunas teóricas y medición de las normas para futuras investigaciones.

Implicaciones

Este estudio contribuye a una mejor comprensión del papel de las normas en la formación del comportamiento turístico y puede orientar a los profesionales en el desarrollo de estrategias de marketing efectivas. Los resultados sugieren la necesidad de una comprensión más holística del concepto de normas en el turismo en relación con los fundamentos teóricos, la medición y la aplicación. Las recomendaciones proporcionadas en este estudio pueden guiar futuras investigaciones sobre normas y comportamiento turístico.

Originalidad/valor

Las normas han sido ampliamente discutidas en la literatura. Este artículo es el primero en revisar sistemáticamente las normas y su influencia en el comportamiento del consumidor en el sector turístico.

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