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Can Companies Induce Sustainable Consumption? The Impact of Knowledge and Social Embeddedness on Airline Sustainability Programs in the U.S

Author

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  • Yohan Kim

    (Department of Business and Technology Management, Korea Advanced Institute of Science and Technology, 291 Daehak-ro, Yuseong-gu, Daejeon 305-701, Korea)

  • Sunyoung Yun

    (Department of Business and Technology Management, Korea Advanced Institute of Science and Technology, 291 Daehak-ro, Yuseong-gu, Daejeon 305-701, Korea)

  • Joosung Lee

    (Department of Business and Technology Management, Korea Advanced Institute of Science and Technology, 291 Daehak-ro, Yuseong-gu, Daejeon 305-701, Korea)

Abstract

This paper investigates how consumers’ level of knowledge and social embeddedness can influence sustainable consumption. An extended model of goal-directed behavior (MGB) is tested by U.S. airline consumers who have participated in UNICEF’s Change for Good (CFG) and voluntary carbon offsetting (VCO) programs. Results show that consumers’ knowledge positively influenced their subjective norms and attitudes towards participation of VCO and CFG. Increasing consumers’ sense of social embeddedness is also found to be crucial in forming their subjective norms for both CFG and VCO. Moreover, positive anticipated emotion is found to influence consumers’ desire to participate in VCO, while negative anticipated emotion influences desire towards CFG participation. The findings of this research provide a practical implication on strategies for the airline industry to induce sustainable consumption behavior, as well as demonstrate the need for different emotional elicitation strategies for different sustainability programs.

Suggested Citation

  • Yohan Kim & Sunyoung Yun & Joosung Lee, 2014. "Can Companies Induce Sustainable Consumption? The Impact of Knowledge and Social Embeddedness on Airline Sustainability Programs in the U.S," Sustainability, MDPI, vol. 6(6), pages 1-19, May.
    • Handle: RePEc:gam:jsusta:v:6:y:2014:i:6:p:3338-3356:d:36511
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    References listed on IDEAS

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    Cited by:

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    7. Hashem Salarzadeh Jenatabadi & Peyman Babashamsi & Datis Khajeheian & Nader Seyyed Amiri, 2016. "Airline Sustainability Modeling: A New Framework with Application of Bayesian Structural Equation Modeling," Sustainability, MDPI, vol. 8(11), pages 1-17, November.
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    9. Peter Ansu-Mensah, 2021. "Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective," Future Business Journal, Springer, vol. 7(1), pages 1-13, December.
    10. Francesco Gangi & Mario Mustilli & Lucia Michela Daniele & Maria Coscia, 2022. "The sustainable development of the aerospace industry: Drivers and impact of corporate environmental responsibility," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 218-235, January.
    11. Giovanni Pino & Pierluigi Toma & Cristian Rizzo & Pier Paolo Miglietta & Alessandro M. Peluso & Gianluigi Guido, 2017. "Determinants of Farmers’ Intention to Adopt Water Saving Measures: Evidence from Italy," Sustainability, MDPI, vol. 9(1), pages 1-14, January.
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    13. Dabbous, Amal & Tarhini, Abbas, 2019. "Assessing the impact of knowledge and perceived economic benefits on sustainable consumption through the sharing economy: A sociotechnical approach," Technological Forecasting and Social Change, Elsevier, vol. 149(C).

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