Green consumers and their identities: how identities change the motivation for green consumption

This research aims to fill the gap in green consumption literature from the perspective of values as types of intentions and identity‐based motivation. In two studies, we examine how the salience of personal and social identities can change the relationship between types of intentions and green consumption. The results demonstrate that when personal identity is salient, self‐transcendence intentions influence green consumption more than self‐enhancement intentions. This is because personal identity (compared with social identity) increases the positive effect of congruent intentions (self‐transcendence) on green consumption. However, when social identity is salient, self‐transcendence and self‐enhancement intentions have a similar impact on green consumption. This is because social identity (compared with personal identity) reduces the negative effect of self‐enhancement intentions on green consumption. Finally, we discuss theoretical and managerial implications for values as types of intentions, identity‐based motivation and green consumption.     

The influence of personality on active and passive use of social networking sites

Managers are more and more interested in social networking sites because they provide opportunities for strengthening relationships with customers as well as site content and service. Using social networking sites effectively, however, depends on understanding both the psychological attributes and social interactions of participants. This paper addresses these topics by presenting the results of a two‐study inquiry into the importance of two personality traits (consumer innovativeness and expressiveness) to active and passive use of social networks among Italian consumers. In Study 1 ( n = 753) it was found that innovativeness is positively related to active and passive use. Study 2 ( n = 277) revealed that self‐identity expressiveness and social identity expressiveness positively influence only active use. These results suggest that managers need to distinguish bet‐ween, and differentially encourage, joining and browsing such sites on the one hand and actively contributing to them on the other. Managers can also enhance the impact of their social networking sites by taking into account social and self‐identity expressiveness to increase affiliation and market share and by encouraging consumers to use these sites actively. © 2011 Wiley Periodicals, Inc.     

“Why do you dine at Korean restaurants?” An ethnic food consumption model approach

This study aimed to examine how people choose an ethnic restaurant based on the theory of planned behavior (TPB) to uncover factors that influence consumer decision-making in ethnic food consumption situations, particularly Korean food. Specifically, this study extended the original TPB model by incorporating consumer values and other variables that are theoretically related to the attitude formation, including familiarity and affective country image. The results showed that economic value, quality value, epistemic values, and familiarity were significant factors affecting consumer attitudes toward dining at Korean restaurants. Also, attitude, subjective norm, and perceived behavioral control significantly influenced consumer intentions to dine at Korean restaurants.     

Chinese dietary culture influences consumers' intention to use imported soy‐based dietary supplements: an application of the theory of planned behaviour

The over‐saturated dietary supplement (DS) market in developed countries such as the US spurs the need for foreign market expansion, and the Chinese market provides a great potential for the foreign soy‐based DS industry. This study examined Chinese consumers' intention to use imported (US‐made US‐brand) soy‐based DS based on the Theory of Planned Behavior (TPB). Two alternative models were also examined in which Chinese dietary culture variables, including soyfoods favourability and dining‐out sociability, as well as their interactions with attitudes, were integrated into the TPB model. A cross‐sectional, self‐administered survey was conducted with a sample of 215 subjects (137 females; 78 males) in Shanghai, China. The TPB variables attitude, subjective norm, perceived behaviour control and behavioural intention, as well as the Chinese dietary culture variables: soyfoods favourability and dine‐out sociability were measured. Multiple linear regressions were used to analyze the three models. The statistical results indicated that all three models were statistically significant to predict intention (Model 1: R² = 0.473, P < 0.001; Model 2: R² = 0.505, P < 0.001; Model 3: R² = 0.525, P < 0.001). The results also showed that attitude, perceived behavioural control, and dine‐out sociability were significant (positive) determinants of intention. Soyfoods favourability acted a significant (negative) moderator of the relationship between attitude and intention. Subjective norm had no significant impact on intention. In conclusion, the TPB model was useful to predict Chinese consumers' intention to use imported soy‐based DS, but not all the TPB components weighed significantly in exploring DS consumption in China. The selected Chinese dietary culture variables were much more important predictors than subjective norm. This study makes a significant contribution in the application of the TPB model and in market strategy development for imported dietary supplements in China.     

Predicting green product consumption using theory of planned behavior and reasoned action

The extended Theory of Planned Behavior (TPB) incorporates environmental concern, a critical variable in green marketing literature, intending to achieve triple bottom line (TBL). In this context, this study aims to validate TPB and its extended form (mediating role of TPB variables), as well as the Theory of Reasoned Action (TRA), to predict Indian consumers’ green product purchase intention. We collected primary data from 521 respondents as input, establishing validity through confirmatory factor analysis (CFA). Our empirical results of structural equation modeling (SEM) show that extended TPB has higher predictability than TPB and TRA in green marketing settings. Consumer attitude and perceived behavioral control significantly predicts purchase intention whereas subjective norm does not. Our findings also suggest that TPB mediates the relationship between environmental concern and green products purchase intention. An additional construct in the new model considerably contributes to improving the understanding of green products purchase intention formation and could become a sustainable mainstream variable.     

Predicting electronic commerce adoption in Chilean SMEs

The Theory of Planned Behavior is used to predict a variety of behaviors, but its use in dealing with predicting e-commerce intentions in small-to-medium-sized enterprises (SMEs) and in developing countries is limited. We use the TPB to model intentions to adopt e-commerce among 212 managers/owners of SMEs in Chile. Hierarchical regression results show that the subjective norm and attitude constructs positively and significantly predict intentions, but the perceived behavioral control construct does not. Results can be used by developing countries, especially those in Latin America, to encourage the adoption of e-commerce among SMEs.     

Incorporating consumers' motivations into the theory of reasoned action

Consumers are motivated to engage in activities for many varied reasons. The present study broadens the theory of reasoned action model to include three variables reflecting motivations: hedonic involvement, self‐expressive involvement, and self‐concept congruity. It is suggested that eagerness to engage in a behavior encapsulates emotional commitment, and including this affective variable would further broaden the cognitive approach taken to model a consumer's intention to engage in a behavior. A model that links hedonic involvement, self‐expressive involvement, self‐concept congruity, subjective norm, and attitude toward the behavior to both intentions and eagerness is proposed. In addition, eagerness is posited as a mediator linking these three new variables to intentions. The models are tested with the use of data from 717 adults. © 2005 Wiley Periodicals, Inc.     

Developing A Framework for EthicallyQuestionable Behavior in Consumption

In light of the growing interest in "ethically questionable" consumer behavior, this study explores possible explanations of the occurrence of such behaviour, and subsequently develops a theoretical framework. The study is based upon data collected from 72 U.K. consumers, acquired from a projective approach with scenarios. Taking the theory of planned behavior (TPB) as an initial analytical framework, attitude, social influence, opportunity(as perceived behavioral control in TPB) and perceived unfairnessare identified as the antecedents of ethically questionable behavior (EQB). Social influenceis extended to include a broader range of external influences from subjective norm in TPB. Opportunityis considered to represent an aspect of perceived behavioral control as available resource to engage in EQB. Perceived unfairnessis presented as an additional component and refers to the extent to which an actor is motivated to redress an imbalance that is perceived as unfair. Binary logistic models suggest that attitudeand social influenceconsistently impact on EQB, as TPB would predict. Analysis of variance suggests that perceived unfairnessand opportunity, though context specific, also show signs of significant influence on the acceptance and practice of this behavior. Additional to the construct of TPB, this study develops the dimension of perceived unfairnessin the context of EQB decision-making. In the context of TPB, it provides further insight into our understanding of EQB, helping to provide a theoretical framework.     

Black urban consumers’ status consumption of clothing brands in the emerging South African market

Status concerns are noteworthy within a modern society as it is a key feature of individuals’ social reputation. Engaging in this form of thinking results in particular patterns of consumption within consumer groups. In South Africa, Black urban consumers have newfound spending power and social mobility. This study investigated motivators of Black urban consumers’ status consumption across different demographic variables (age, income and profession) in the South African (SA) emerging market. A survey research design was used to provide insights into the relationship of normative receptiveness (value expressive and utilitarian influences) and high self‐monitoring as status consumption motivators of clothing brand consumption. The sample consisted of 246 Black urban consumers between the ages of 24 and 36, residing in Gauteng, South Africa and currently working in professional positions. The results of the study indicated that when purchasing clothing Black urban consumers are motivated by factors related to status consumption. This study found no significant differences between age and gender variables in terms of status consumption. In terms of profession, all three motivational factors were significant. They proved to be very aware of the image that they communicate and how they are seen by others indicating that they are motivated especially by value expressiveness, utilitarian influences and high self‐monitoring aspects across various professions.     

Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects

This paper investigates the impact of femvertising (female empowerment advertising). More specifically, it hypothesizes that femvertising (vs. traditional portrayals of females in advertising) will reduce ad reactance among a female target audience, and that this in turn will enhance ad and brand attitudes. The results of three experimental studies indicate that this is indeed the case, and that the results hold across print and digital media, for five different product categories, and for femvertising focusing on challenging female stereotypes in terms of physical characteristics as well as the roles and occupations used to portray women in advertising. Although previous studies of the effects of female portrayals tend to focus on social comparison and self‐identity, the current paper considers the role of psychological reactance to (more or less) stereotypical portrayals in explaining these effects. The results suggest that marketers have much to gain from adapting a more proactive and mindful approach to the female portrayals they use in their ads.     

Investigating the purchase intention toward healthy drinks among Urban consumers in Malaysia

This study aims to investigate whether attitude (ATT), subjective norm (SN), perceived behavioral control (PBC), brand, awareness (AWS), and trust and would influence the purchase intentions toward healthy drinks among urban consumers in Malaysia. Furthermore, the authors examine the influence of AWS and trust on consumers’ ATT toward healthy drinks. This study adopted the extended model of Theory of Planned Behavior (TPB) of Ajzen, which included brand, AWS, and trust with ATTs, SN, and PBC to investigate consumers’ purchase intention toward healthy drinks. A total of 323 usable surveys were received from consumers in Penang and Kuala Lumpur. Data obtained from the survey were then analyzed using SPSS and Smart PLS. The results indicated that ATT, SN and PBC in the standard TPB model were supported. Trust as the additional determinant also proved to influence consumers’ purchase intention toward healthy drinks. Trust and AWS also have a positive and significant relationship with consumers’ ATT toward healthy drinks. Surprisingly, brand and AWS were found insignificant in influencing consumers’ purchase intention toward healthy drinks.     

A cognitive and behavioral hierarchical decision‐making model of college students' alcohol consumption

This study examined college students' drinking behaviors from a consumer behavioral perspective. A consumer‐oriented, cognitive, and behavioral‐hierarchical decision‐making model was developed and tested with the use of structural equation modeling. Questionnaires were collected from undergraduate students ( n = 269) attending a large state university in the southwestern United States. Results indicated that personal values can serve as significant predictors of the attitudes college students have toward alcohol use, which in turn can predict intentions to drink. Results also indicated that intentions to drink are strongly related to actual alcohol consumption, and that gender‐predicted attitudes and alcohol use during the past month influences intentions to drink. However, the structure of the model was similar after controlling for gender differences in alcohol use and for the stability of past behavior. The model delineated the specific roles played by personal values (self‐actualizing values vs. social–hedonic values) and attitudes toward the physical and psychological consequences of drinking. Overall, social–hedonic values and psychological consequences predicted actual alcohol consumption far better than did self‐actualizing values and physical consequences, respectively. Theoretical and practical implications are discussed, and directions for future research are suggested. © 2005 Wiley Periodicals, Inc.     

Research on the influencing factors of consumers’ green purchase behavior in the post-pandemic era

The severe impact of the COVID-19 pandemic on the world has caused consumers to think about environmental issues. Although green products are very important to environmental sustainability, the factors that influence consumers' purchase behavior of green products is unclear. This study aims to explore the impact mechanism of social media marketing on consumers' green product purchase behavior in the post-pandemic era. Based on the theory of planned behavior (TPB), this study constructs an extended TPB model to understand the influencing factors of Chinese consumers' green product purchase behavior in the post-pandemic era. The empirical results of 489 questionnaires show that social media marketing, product knowledge and crisis awareness have a direct or indirect positive influence on purchase intentions. Perceived behavioral control and intentions have positive effects on behavior. The attribution of responsibility facilitates the relationship between intentions and behaviors. The results have important implications for enterprises’ sustainability strategies and provide a framework for investigating green buying behaviors in Chinese culture in the post-pandemic era.     

Enacting risk reduction: an examination of the volitional stages of smoking cessation within Scotland

This study examines an extended version of the Theory of Planned Behaviour (TPB) in the context of nicotine replacement therapy (NRT) as an aid to smoking cessation. An attempt is made to address the intention–behaviour gap identified in the literature by specifically focusing on the role and interrelationships of volitional stages, namely intention, planning and anticipated effort. A convenience sample of 207 female smokers, aged 16–36, provided information about their views, attitudes and volitional behaviour regarding the use of NRT as an aid to smoking cessation. Results of this study show the TPB to be pertinent, accounting for 41% of the variance in intention to use NRT as an aid to smoking cessation. Furthermore, behavioural intention is found to mediate the relationship between the TPB antecedents (attitude, subjective norm and perceived behavioural control) and each of the two volitional elements, planning and anticipated effort. The implications of these findings are discussed.     

Behavioral Factors Affecting Students’ Intentions to Enroll in Business Ethics Courses: A Comparison of the Theory of Planned Behavior and Social Cognitive Theory Using Self-Identity as a Moderator

The current study used both Ajzen’s theory of planned behavior (TPB) and Bandura’s social cognitive theory (SCT) to examine the intentions of business undergraduate students toward taking elective ethics courses and investigated the role of self-identity in this process. The study was prospective in design; data on predictors and intentions were obtained during the first collection of data, whereas the actual behavior was assessed 10 days later. Our results indicated that the TPB was a better predictor of behavioral intentions than was SCT. As expected, self-identity served as a moderator in the relationship between perceived behavioral control and behavioral intentions posited by the TPB and in the relationship between outcome expectancy and behavioral intentions posited by SCT. Self-identity was a crucial factor in predicting actual behavior within both theoretical frameworks.     

Blessing in Disguise? Social and Institutional Determinants of Entrepreneurial Intentions following Involuntary Job Loss

In this study, drawing from occupational identity theory, we argue that self‐employment decision is influenced by the extent to which one's perceived social status will be enhanced by pursuing such a career, as well as the presence of favorable institutional climate. Using nonprofit employment assistance agencies, we surveyed 266 individuals in the southern part of the United States who had faced involuntary job loss. The result of our hierarchical moderated regression data analysis indicates that perceived social status and business climate were significant predictors of self‐employment intentions. Overall, our findings highlight the role of social and institutional environment in facilitating self‐employment.     

Socially responsible consumption in Russia: Testing the theory of planned behavior and the moderating role of trust

This paper adopts a multilevel approach to explore how socially responsible consumer behavior (SRCB) is shaped by a combination of micro‐level psychological drivers and specifics of the institutional context in which the behavior is performed. The model first applies the theory of planned behavior (TPB) to test the effects of TPB‐based behavioral predictors on the SRCB. Broad‐scope trust in business (BST) is then applied to the model as a variable that characterizes quality of an informal institutional environment, hypothesizing that BST moderates the relationship between TPB‐based behavioral antecedents and SRCB. The paper is based on a survey of 466 Russian consumers. Data were collected by self‐administered questionnaires completed by students and alumni of a large public university in Moscow. Results show that BST moderates the effects of TPB‐based predictors on SRCB. This implies that consumers who believe that the business is overall trustworthy are more likely to take company’s corporate social responsibility (CSR) into account when making purchasing decisions. This study contributes to the multilevel research on SRCB and CSR and adds to the literature on public trust in business as a nascent area of study. Its findings are especially relevant for companies operating in low‐trust environments, including postsocialist economies.     

The Role of Beneficiaries’ Group Identity in Determining Successful Appeal Strategies for Charitable Giving

What types of message appeals in charity advertisements are most likely to convince people to donate? Using university rivalry (Studies 1 and 2), nationality (Study 3), and freely chosen groups (Study 4), this research proposes that the beneficiaries’ group identity moderates the relative effectiveness of three benefit foci of message appeals in charity advertisements. The results indicate that other‐benefit appeals produce greater donation intentions than external self‐benefit appeals for in‐group beneficiaries, whereas external self‐benefit appeals produce greater donation intentions than other‐benefit appeals for rival (Studies 1–3), dissociative (Study 4), and neutral (Study 4) out‐group beneficiaries. Emotional‐benefit appeals are more effective than external self‐benefit appeals for in‐group beneficiaries, and are more effective than other‐benefit appeals for neutral out‐group beneficiaries, whereas they are less effective than external self‐benefit appeals for dissociative out‐group beneficiaries (Study 4). Empathy and belief in personal benefits mediate the interaction effect of benefit focus and beneficiary group on donation intentions (Studies 3 and 4). Theoretical and managerial implications of the current findings are discussed.