Exploring the interplay of consumers’ gain, hedonic and normative goals and the role of perceived social norm related to pro-environmental behavioral intentions
2016 (English)In: In Proceedings of the 45th European Marketing Academy Conference (EMAC), May 24-27, Oslo, Norway, 2016Conference paper (Refereed)
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
Consumer behavior, Pro-environmental intention, Goal framing theory
IdentifiersURN: urn:nbn:se:umu:diva-118618OAI: oai:DiVA.org:umu-118618DiVA: diva2:914560
European Marketing Academy Conference (EMAC)