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The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain

Author

Listed:
  • Insook Ahn

    (Department of Family and Consumer Sciences, New Mexico State University, Las Cruces, NM 88003-8003, USA)

  • Soo Hyun Kim

    (Retailing and Consumer Sciences, University of Arizona, Tucson, AZ 85721-0078, USA)

  • Munyoung Kim

    (Department of Fashion Marketing, Keimyung University, Daegu 42403, Korea)

Abstract

Changing consumption behavior can offer co-benefits in reduction of environmental issues and encouraging improvements to environmentally friendly or sustainable production. We propose a novel value-social norm-enjoyment-based motivation (VSE) model and test the factors that influence individual pro-environmental apparel purchasing behavior. Data were obtained from 353 college students in Korea and analyzed by using SEM. Our results show that individuals who endorse bio-altruistic values who engage in eco-friendly environmental behavior in apparel domain are influenced by descriptive norms and injunctive norms. Further, enjoyment-based motivation was found to be a key mediator among bio-altruistic value, descriptive norms, and injunctive norms on pro-environmental purchasing behavior. However, injunctive norms do not directly influence purchasing behavior, but rather, are integrated to enjoyment-based intrinsic motivation, then indirectly affect purchasing behavior.

Suggested Citation

  • Insook Ahn & Soo Hyun Kim & Munyoung Kim, 2020. "The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain," Sustainability, MDPI, vol. 12(17), pages 1-16, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:6797-:d:402205
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    References listed on IDEAS

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