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“What goes around comes around†: Activating sustainable consumption with curvilinear effects of karma determinants

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  • Duong, Cong Doanh

Abstract

The role of karma in sustainable consumption remains unknown. This study thus offers a karmic perspective of pro-environmental consumption, wherein consumers' personal (moral) norms regarding being more pro-environment are activated by three karma dimensions: duty orientation, indifference to rewards, and equanimity. Drawing on the norm activation model, a sample of 552 participants recruited in the five largest cities in Vietnam using the mall-intercept survey approach, and an emerging analysis technique – polynomial regression with response surface analysis, the findings show that three karma dimensions individually and jointly activate consumers' personal moral norms, which in turn stimulate consumers to consume in a more environmentally friendly manner. Moreover, the ascription of responsibility is significantly related to consumers’ pro-environmental intentions and behaviors, while awareness of consequences is only significantly correlated with intentions to behave in a pro-environmental manner. Theoretical and managerial implications are discussed in the context of sustainable consumption.

Suggested Citation

  • Duong, Cong Doanh, 2023. "“What goes around comes around†: Activating sustainable consumption with curvilinear effects of karma determinants," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    • Handle: RePEc:eee:joreco:v:73:y:2023:i:c:s096969892300098x
    DOI: 10.1016/j.jretconser.2023.103351
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