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Consumer Adoption of High-Involvement Sustainable Products: Exploring the Interplay of Gain, Normative, and Hedonic Motivations and the Role of Perceived Social Norm
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
(English)Manuscript (preprint) (Other academic)
Abstract [en]

Recent conceptual studies identify gain, normative, and hedonic factors as three categories of motivation of consumer pro-environmental behavior. However, empirical understanding of how these motivations interact and affect pro-environmental behavior is limited. This study is based on a survey of car owners in Sweden and utilizes structural equation modeling to analyze the data. The empirical findings show that consumers’ hedonic motivations mediate the effect of normative and gain motivations on pro-environmental behavioral intentions. For consumers who perceive high social norms with regard to sustainable consumption, the direct effect of hedonic motivations on behavioral intention is stronger and the direct effect of gain motivations is insignificant. The business strategy implications point to targeting consumers who perceive high social norms in relation to pro-environmental behavior and communicating the hedonic and normative aspects of pro-environmental behaviors.

Keywords [en]
Consumer pro-environmental behavior, gain, norm, hedonic motivation
National Category
Business Administration
Research subject
marketing
Identifiers
URN: urn:nbn:se:umu:diva-138736OAI: oai:DiVA.org:umu-138736DiVA, id: diva2:1136887
Available from: 2017-08-29 Created: 2017-08-29 Last updated: 2018-06-09
In thesis
1. Drivers to and barriers against sustainable consumption: exploring the role of consumer anticipated emotions in the context of consumer adoption of alternative fuel vehicles
Open this publication in new window or tab >>Drivers to and barriers against sustainable consumption: exploring the role of consumer anticipated emotions in the context of consumer adoption of alternative fuel vehicles
2017 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

With the increasing environmental problems, sustainable consumption is an important consumer behavior. Therefore, it is important to investigate further the significant drivers to and barriers against sustainable consumption, in order to increase the share of sustainable consumption and understanding of consumer behavior. This dissertation identifies two gaps. The first is in understanding consumer positive and negative anticipated emotions as an important factor influencing high-involvement sustainable consumption. The second gap relates to the lack of understanding about the associations between anticipated emotions and personal moral norms in high-involvement sustainable consumption. Against this background, the aim is to contribute to the sustainable consumption literature by investigating the roles and relations of anticipated emotions, personal moral norms, and weighing costs and benefits as drivers to and barriers against consumer adoption of a high-involvement sustainable product. A literature review and two empirical studies were conducted. Consumer adoption of alternative fuel vehicles is the specific sustainable consumption. Using quantitative methods, this phenomenon is investigated in the empirical studies conducted in Sweden. It was shown that anticipated emotions have direct effects on consumers' intention to adopt alternative fuel vehicles. Moreover, positive anticipated emotions (e.g. pride, pleasure, happiness) are drivers of sustainable consumption, while negative anticipated emotions (e.g. regret, embarrassment) are barriers against the sustainable consumption. This dissertation suggests an extension to the norm activation model, and shows that moral norms, ascription of responsibility, and awareness of environmental problems influence consumers' intentions through consumers’ anticipated emotions. For people who perceive high social norms related to decreasing the environmental impacts of car driving, the influence of positive anticipated emotions and personal moral norms are stronger. This points toward the social aspect of sustainable consumption and suggests that targeting the consumers who perceive high social norms is an important step to promoting sustainable consumption. Findings would be of relevance to marketers, policymakers and environmental organizations. Creating awareness and communicating personal responsibilities and moral norms related to the environment and consumption are important drivers for consumer adoption of sustainable products. However, it is noteworthy that consumer anticipated emotions about high-involvement sustainable products (such as alternative fuel vehicle) have also important influence on the sustainable consumption. Thus, consumer anticipated emotions should be considered in designing promotion programs.

Place, publisher, year, edition, pages
Umeå, Sweden: Umeå Universitet, 2017. p. 61
Series
Studier i företagsekonomi. Serie B, ISSN 0346-8291 ; 98
Keywords
Consumer behavior, sustainable consumption, anticipated emotion, moral norm, attitudes, electric vehicles, alternative fuel vehicles
National Category
Business Administration
Research subject
marketing
Identifiers
urn:nbn:se:umu:diva-138742 (URN)978-91-7601-761-6 (ISBN)
Public defence
2017-09-22, Hörsal A, Samhällsvetarhuset, Umeå, 13:00 (English)
Opponent
Supervisors
Available from: 2017-09-01 Created: 2017-08-29 Last updated: 2018-06-09Bibliographically approved

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Rezvani, ZeinabJansson, JohanBengtsson, Maria

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