Toward Sustainable Consumption Behavior in Online Education Industry: The Role of Consumer Value and Social Identity

Songyu Jiang · Nuttapong Jotikasthira · Ruihui Pu

25 citations0/0 files storedFrontiers in Psychology

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Environmental Sustainability in Business Sustainability in Higher Education Environmental Education and Sustainability

Abstract

The prosperous development of online education in the digital age harvested countless consumers. Education for sustainable development is an important proposition for both academic community and practitioner, however, current little studies have shed light on Sustainable Consumption Behavior in online education industry (SCBOEI). The Consumer Value Theory and Social Identity Theory as theoretical basis linked with the field of Sustainable Consumption Behavior. This study is to further investigate the role of consumer value and social identity in the relation to Sustainable Consumption Behavior. Putting forward suggestions from this study to online education providers toward sustainable development. Method: Data on the impact of personal value on SCBOEI through a survey method with 552 valid students as respondents are collected from higher education institutions in China. A structural equation modeling approach is employed in this study for data analysis. Results: < 0.001) influence the variance of SCBOEI. The finding reveals that both theories can explain the SCBOEI of higher education students by showing that functional, social, and emotional values as well as social identity are powerful predictors of the Sustainable Consumption Behavior. The proposed model highlights the mediating role of social identity between SCBOEI and the three values. The functional, emotional, and social values influence SCBOEI directly and through social identity. Implications: The study significantly contributes to market promotion, college students, education planning, and teaching. Online education market personnel and college students can better understand the significance of sustainable development aspect of online education. Teaching and learning activities help lead students to SCBOEI by shaping their values and identities while paying more attention to quality education, knowledge sharing, and social equality.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 25 citations exist upstream.

References

2001Consumer perceived value: The development of a multiple item scale 2020From expectancy-value theory to situated expectancy-value theory: A developmental, social cognitive, and sociocultural perspective on motivation 2011Rethinking Giftedness and Gifted Education 2017Achieving the United Nations Sustainable Development Goals 2011The influence factors on choice behavior regarding green products based on the theory of consumption values 2003Values as the Core of Personal Identity: Drawing Links between Two Theories of Self 2018Exploring attitude–behavior gap in sustainable consumption: comparison of recycled and upcycled fashion products 2007Organizational identity orientation: The genesis of the role of the firm and distinct forms of social value

Cited by

2023Toward the digital economy: Mobile payment affecting sustainable consumption behavior 2022Toward a knowledge economy: Factors affecting the sustainable consumption behavior in the Chinese online education industry 2022Substantiating Nexus Between Consumption Values and Sustainable Consumption Behavior: A Way Toward Sustainable Business 2024Examining sustainable consumption patterns through green purchase behavior and digital media engagement: a case of Pakistan’s postmillennials

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.