IDEAS home Printed from https://ideas.repec.org/a/taf/jgsmks/v33y2023i4p602-625.html
   My bibliography  Save this article

Subduing effects of personal norms on materialism fostering green purchase behavior: Modified norm activation model perspective

Author

Listed:
  • Anand Jhawar
  • Duraipandian Israel
  • Prashant Kumar

Abstract

This study integrates materialism with a modified Norm Activation Model (NAM) perspective in the green purchase behavior context. It examines the effects of materialism on environmental belief and environmental concern and, consequently, on green purchase behavior mediated by personal norms. Useable data was collected from 405 Indian consumers using a structured online questionnaire that examined the relationships deploying structural equation modeling in SmartPLS3.0. Results show that materialism negatively affects environmental beliefs, environmental concern, and personal norms. The results further elucidate that environmental belief and environmental concern do not affect green purchase behavior directly. However, personal norms positively mediate the effects of materialism, environmental belief, and environmental concern on green purchase behavior. This study adds to the green marketing and consumer behavior literature by elucidating the mediating effects of personal norms, addressing a research gap with a modified version of the Norm Activation model. The findings can guide organizations and governments in understanding consumers’ predispositions towards green purchases.

Suggested Citation

  • Anand Jhawar & Duraipandian Israel & Prashant Kumar, 2023. "Subduing effects of personal norms on materialism fostering green purchase behavior: Modified norm activation model perspective," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 33(4), pages 602-625, October.
  • Handle: RePEc:taf:jgsmks:v:33:y:2023:i:4:p:602-625
    DOI: 10.1080/21639159.2023.2238722
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/21639159.2023.2238722
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1080/21639159.2023.2238722?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jgsmks:v:33:y:2023:i:4:p:602-625. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RGAM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.