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Consumer motivations for sustainable consumption: the interaction of gain, normative and hedonic motivations on electric vehicle adoption
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration. Department of Sociology, Environmental and Business Economics, University of Southern Denmark, Esbjerg, Denmark.ORCID iD: 0000-0001-9648-5740
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration. Lund University School of Economics and Management, Lund, Sweden.ORCID iD: 0000-0003-2593-9439
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2018 (English)In: Business Strategy and the Environment, ISSN 0964-4733, E-ISSN 1099-0836, Vol. 27, no 8, p. 1272-1283Article in journal (Refereed) Published
Abstract [en]

Recent conceptual studies identify gain, normative and hedonic factors as three categories of motivations of consumer proenvironmental behavior. However, empirical understanding of how these motivations interact and affect proenvironmental behavior is limited. This study is based on a survey of car owners in Sweden (N = 573) and uses structural equation modeling to analyze the data. The empirical findings point to the importance of all three motivations (gain, normative and hedonic) in consumer electric vehicle adoption intentions. Furthermore, for consumers who perceive high social norms regarding 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 indicate that targeting consumers who perceive high social norms in relation to proenvironmental behavior and communicating the hedonic and normative aspects of proenvironmental behaviors to this group might be more effective than general mass communication.

Place, publisher, year, edition, pages
Elsevier, 2018. Vol. 27, no 8, p. 1272-1283
Keywords [en]
consumer behavior, gain, hedonic motivation, norm, sustainable consumption
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-152534DOI: 10.1002/bse.2074ISI: 000453631500013Scopus ID: 2-s2.0-85047497261OAI: oai:DiVA.org:umu-152534DiVA, id: diva2:1254748
Available from: 2018-10-10 Created: 2018-10-10 Last updated: 2019-01-08Bibliographically approved

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Rezvani, ZeinabJansson, JohanBengtsson, Maria

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CiteExportLink to record
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