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Exploring the interplay of consumers’ gain, hedonic and normative goals and the role of perceived social norm related to pro-environmental behavioral intentions
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.ORCID iD: 0000-0003-2593-9439
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2016 (English)In: In Proceedings of the 45th European Marketing Academy Conference (EMAC), May 24-27, Oslo, Norway, 2016Conference paper (Refereed)
Abstract [en]

Recent literature review studies identify gain, hedonic and normative goals as three categories of motives for pro-environmental behavior. However, empirical understanding of how these categories of goals interact and affect the pro-environmental behavior is lacking. Moreover, the influence of perceived social norms, as a situational factor, on the relationship of goals and behavioral intention has not been explored. The empirical findings of this study show that consumers’ hedonic goals partially mediate the effect of normative and gain goals on pro-environmental behavioral intentions. For consumers who perceive high social norms, the direct effect of hedonic goals on behavioral intention is stronger and the direct effect of gain goals is insignificant. The results highlight targeting consumers who perceive high social norms with regard to pro-environmental behavior and communicating the hedonic and normative aspects of pro-environmental behaviors.

Place, publisher, year, edition, pages
2016.
Keyword [en]
Consumer behavior, Pro-environmental intention, Goal framing theory
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-118618OAI: oai:DiVA.org:umu-118618DiVA: diva2:914560
Conference
European Marketing Academy Conference (EMAC)
Note

USBESDA

Available from: 2016-03-24 Created: 2016-03-24 Last updated: 2016-04-03

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ReferencesLink to record
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