Article2023

Subduing effects of personal norms on materialism fostering green purchase behavior: Modified norm activation model perspective

Anand Jhawar · Duraipandian Israel · Prashant Kumar

26 citations0/0 files storedJournal of Global Scholars of Marketing Science

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Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Environmental Education and Sustainability

Abstract

This study integrates materialism with a modified Norm Activation Model (NAM) perspective in the green purchase behavior context. It examines the effects of materialism on environmental belief and environmental concern and, consequently, on green purchase behavior mediated by personal norms. Useable data was collected from 405 Indian consumers using a structured online questionnaire that examined the relationships deploying structural equation modeling in SmartPLS3.0. Results show that materialism negatively affects environmental beliefs, environmental concern, and personal norms. The results further elucidate that environmental belief and environmental concern do not affect green purchase behavior directly. However, personal norms positively mediate the effects of materialism, environmental belief, and environmental concern on green purchase behavior. This study adds to the green marketing and consumer behavior literature by elucidating the mediating effects of personal norms, addressing a research gap with a modified version of the Norm Activation model. The findings can guide organizations and governments in understanding consumers’ predispositions towards green purchases.

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References

1977Normative Influences on Altruism 1992A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation 1982Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory 1985Materialism: Trait Aspects of Living in the Material World 2003Incentives, Morality, Or Habit? Predicting Students’ Car Use for University Routes With the Models of Ajzen, Schwartz, and Triandis 2009Insufficient discriminant validity: A comment on Bove, Pervan, Beatty, and Shiu (2009)2017Impact of culture, behavior and gender on green purchase intention 2019An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior

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