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.     

Online shopping among Chinese consumers: an exploratory investigation of demographics and value orientation

The current study examined the relationship between Chinese consumers' personal value orientations and their Internet usage and online shopping behaviour. The study was based on responses from a sample of 1620 respondents in five cities in China. Based on Schwartz's value structure, four value orientations were identified and named as ‘openness to change orientation’, ‘self‐enhancement orientation’, ‘conservation orientation’ and ‘self‐transcendence orientation.’ Logistic regression analysis was used to investigate the relationship between respondents' demographics, socio‐economic characteristics, value orientations and their Internet usage and online shopping behaviour. Also, a structural equation modelling analysis was employed. ‘Openness to change orientation’ and ‘self‐enhancement orientation’ were found to have direct or indirect positive effect on respondents' online shopping behaviour; whereas ‘conservation orientation’ and ‘self‐transcendence orientation’ were not significant in the equation estimation.     

New insights into socially responsible consumers: The role of personal values

Given increasing interest in both socially responsible consumption behavior (SRCB) and socially responsible corporate practices in marketing, this study addressed the effects of several personal traits on SRCB (i.e., personal values, collectivism, age, and gender). Findings from an online survey revealed that consumers who valued self‐transcendence (e.g., benevolence and universalism) were more likely to engage in socially responsible consumption (e.g., recycling, avoiding, or reducing usage of products that do long‐term damage to the environment) than those who valued social status and prestige, social power, authority, and wealth. Furthermore, the findings show that older adults and women tended to engage in more SRCB than younger adults and men. Findings also indicate that age and gender were antecedents to the values of self‐transcendence and self‐enhancement.     

It's about our values: How founder's stories influence brand authenticity

Companies increasingly share the stories behind their brand's founding to engage consumers. The current studies explore how the motives that underlie business formation in founder's stories influence consumer brand perceptions. Specifically, stories that highlight self‐transcendence (vs. self‐enhancement) founder values enhance the perceived authenticity of the focal brand. We examine narrative co fidelity as a mechanism of narrative persuasion through which the audience judges whether the motives underlying character actions represent “good reasons” for action. Across three studies, we show that the values underlying a founder's motivation to start a business influence the perceived authenticity of the associated brand, and this relationship is mediated by narrative fidelity. Further, reader's personal values moderate the influence of founder's values on narrative fidelity judgments, and the relationship between narrative fidelity and brand authenticity is attenuated by a merger between the original company and another company, demonstrating a boundary condition of the observed relationships.     

Generativity and self‐enhancement values in eco‐friendly behavioral intentions and environmentally responsible consumption behavior

During the past 35 years, academic researchers have been examining the relationship between environmentally responsible consumption behavior and numerous antecedent variables. Because sustainability requires a long‐term perspective, the study included generativity, a construct developed by Erikson ( 1950 ) and self‐enhancement values (Schwartz, 1994 ) as antecedent variables for environmentally responsible consumption behavior. Generativity refers to individuals' beliefs that their current behavior has consequences that extend into future generations, while self‐enhancement refers to values relating to power, wealth, and influence. These variables are related in that generativity requires consideration of others while self‐enhancement generally refers to considering only one's self. This suggests that individuals high on generativity ought to be more aware of and concerned about the environment and should modify their behavior accordingly, and those who are high on self‐enhancement should be less concerned or willing to change behavior. The results of the study, including French and American respondents, indicate that individuals who score high on generativity are more likely to have eco‐friendly intentions and more environmentally responsible consumption behaviors, but generativity interacts with self‐enhancement, resulting in an interpretation that is different from that typically found in environmentally related studies. © 2010 Wiley Periodicals, Inc.     

Extrinsic and Intrinsic Contingent Self‐Esteem and Materialism: A Correlational and Experimental Investigation

While there is substantial evidence regarding the role of generalized self‐esteem and identity deficits as potential antecedents of materialism, the exact nature of the domains from which such self‐esteem deficits (that breeds materialism) emanate has remained unexplored. Moreover, there is scant research attention on intrinsically oriented contingent self‐esteem and how it relates to materialism. The present study investigated contingent self‐esteem in extrinsic domains as antecedents of materialism. It was shown that extrinsic and intrinsic forms of contingent self‐esteem relate differently with materialism such that intrinsically contingent self‐esteem is incompatible with materialistic attitudes. Study 1 (N = 231 Singaporean adults) furnished cross‐sectional evidence that extrinsically oriented contingent self‐esteem positively predicts materialism. Study 2 (N = 206 undergraduates from a public university in Singapore) found that intrinsically oriented contingent self‐esteem is negatively related to materialism. Study 3 (N = 105 Singaporean undergraduates) showed that experimental induction of extrinsic and intrinsic contingent self‐esteem leads to higher or lower materialism among participants respectively. The findings advance understanding on the self‐esteem‐materialism link by showing how the domain‐specific view of self‐esteem has the potential to promote or discourage materialism based on whether self‐esteem is anchored to external or internal domains. Recommendations for intervention researchers and practitioners are proposed.     

Face as a mediator of the relationship between material value and brand consciousness

Although the relationship between materialism and name‐brand consumption has been documented in literature, its relational mechanism is not well addressed. It can hardly explain why people buy brand products without really knowing about the brands. In this case, people may consume brand products not for material possessions but for social needs, such as a desire to have favorable social self‐worth and to be respected in relation to others and social activities, which is defined as face (Ting‐Toomey & Kurogi, 1998). The present study explored how the relationship between materialism and brand consciousness is influenced by face. The role of face was tested both as a moderator and as a mediator. The results showed that face consciousness, material values, and brand consciousness were significantly correlated but did not exhibit significant interaction. Multiple regression analyses support face not as a moderator, but as a partial mediator. The results provide new insights into the mechanisms of how materialism and face influence brand consciousness differently. The theoretical meaning and implications for marketing management are discussed. © 2009 Wiley Periodicals, Inc.     

A Model of motivated cognition to account for the link between self‐monitoring and materialism

Drawing on previous theorizing about the development of materialistic values, a model of motivated cognition is proposed to account for the positive association between self‐monitoring and materialism. The model suggests that self‐monitoring is associated with individual differences in belonging motivation, that belonging motivation shapes people's beliefs about buying as a means of belonging within valued groups, and that buying‐is‐for‐belonging beliefs shape the degree to which people value wealth and luxury. Results from two studies supported this model and suggested that the self‐monitoring results are not better attributed to extraversion, social self‐confidence, or shyness. The proposed model emphasizes that traits associated with a strong need to belong may predispose people toward materialism. © 2007 Wiley Periodicals, Inc.     

Other‐Centered Behavior and The Dialectics of Self and Other

The social sciences in general and consumer research in particular have been detrimentally hampered by the presumption of self‐interest as an exclusive foundation of human behavior. As a result, conduct that fails to conform to the self‐interest paradigm has often been ignored, or worse, grossly twisted to fit the dominant categorizations. This article attempts to revisit the self‐interest assumption and renegotiate the subsequent interpretations of other‐centered behavior. An open dialogue concerning these pressing issues involves investigating the fundamental conceptions of self, other, and identity. Such a discussion enables a critical review of existing consumer research of other‐centered behavior and invites new lines of consumer research. More important, it compels one to openly consider the place of self/other relationship in contemporary consumer culture(s).     

Understanding consumption behaviours for fair trade non‐food products: focusing on self‐transcendence and openness to change values

Using the Schwartz value system, this study explored the personal values of consumers related to fair trade product consumption. This study further investigated how the values determine beliefs, attitudes and purchase intentions associated with fair trade non‐food products. Data were collected using an online survey from a random sample of 1824 nationwide consumers. The results of this study revealed that fair trade purchasers show a higher level of self‐transcendence (universalism, benevolence) and openness to change values (self‐direction, stimulation) than non‐purchasers. These values also have positive effects on the formation of beliefs, attitudes and purchase intentions pertaining to fair trade non‐food products. Fair trade purchasers were also found to possess distinctive socio‐demographic characteristics concerning age, education and income. Findings can offer marketers specific information regarding consumers' motivations to purchase fair trade goods, which can improve targeting of products and ultimately increase the business and benefits of fair trade.     

The impact of values‐job fit and age on work‐related learning

Research shows that both individual and job‐related factors influence a worker's work‐related learning. This study combines these factors, examining the impact of fit between one's work values and job characteristics on learning. Although research indicates that fit benefits multiple work‐related outcomes, little is known about the impact of fit on learning. Moreover, life span theories indicate that values evolve throughout the lifespan. Therefore, we examined how age influences work values and thereby work‐related learning. Our self‐report questionnaire was completed by 221 workers of various ages and occupations. Our findings indicate that work values, job characteristics and their fit influence the quantity and quality of work‐related learning. Generally, a higher fit benefits learning, but misfit can also stimulate learning. Workers of different ages report an equal amount of learning, but perform different learning activities. However, this relationship is unrelated to work values. Recommendations for research and practice are discussed.     

Understanding the Relationship between Individualism and Word of Mouth: A Self‐Enhancement Explanation

This study examines factors moderating the relationship between individualism and word‐of‐mouth (WOM) transmission. The conceptual model is based on the premise that high‐individualism consumers are highly driven by the self‐enhancement motive when they transmit WOM and that they change their willingness to provide WOM based on the perceived opportunity for self‐enhancement. The results reveal that high‐individualism consumers are more willing than low‐individualism consumers to transmit WOM in relation to satisfactory consumption experiences (vs. unsatisfactory), when WOM is unsolicited (vs. solicited), and when the context involves high perceived social risk (vs. low perceived social risk). Thus, the findings indicate that self‐enhancement may indeed be the underlying mechanism in the relationship between individualism and WOM transmission.     

Materialism as an attempt to cope with uncertainty

Three studies tested the hypothesis that people may turn to materialism when they face uncertainties in modern life. Study 1 showed that anomie and self‐doubt are significant predictors of materialistic orientations; other plausible antecedents have less predictive value. In Study 2, participants experiencing chronic self‐doubt showed a higher level of materialism if they were primed to experience doubt and insecurity. In Study 3, participants with chronic perceptions of anomie showed a higher level of materialism if they were primed with the concept of normlessness. Together, these three studies show that some people turn to materialism when they experience uncertainty within the self (self‐doubt) or perceive uncertainty relating to society (anomie). © 2002 Wiley Periodicals, Inc.     

The moderating effect of individual differences on the relationship between the framing of training and interest in training

The moderating effect of individual differences on the relationship between framing training as ‘basic’ or ‘advanced’ and interest in training was examined for technical and nontechnical content areas. Participants were 109 working‐age adults (mean age = 38.14 years, SD = 12.20 years). Self‐efficacy and goal orientation were examined as moderators. Results showed a three‐way interaction between performance orientation (a dimension of goal orientation reflecting the desire to demonstrate competence in an achievement setting), age, and frame for technical training and a three‐way interaction between performance orientation, self‐efficacy, and frame for nontechnical training. Implications for future research as well as framing training to enhance interest are discussed.     

Rethinking Worldly Possessions: The Relationship between Materialism and Body Appearance for Female Consumers in an Emerging Economy

This article investigates how women in an emerging economy relate the importance of material possessions to the importance they assign to the appearance of their body. The results of two studies demonstrate a very strong and positive relationship between materialism and several measures of body appearance. Study 1 shows strong correlations between materialism and body appearance in a sample of relatively young (m = 18.7 years) and affluent female students from a private university. Using structural equation modeling, Study 2 finds that in a sample of women averaging 40 years, more materialistic women did focus substantially more on body appearance than less materialistic women. Further, antecedents (self‐esteem, hedonic attitudes toward advertising, and skepticism toward advertising) and consequences (satisfaction with life) of materialism and body appearance were included in the model. In interpreting the results, it is assumed that individuals prone to materialism apply similar appearance‐centered mental schemata to their body as they do to material possessions.     

A cross‐cultural exploration of materialism in adolescents

To date, few studies have empirically examined specific values with respect to the global teenager hypothesis. In testing the global teenager hypothesis, this study investigates similarities and differences in materialism among 14‐ to 17‐year olds in China, Japan and the USA. Significant differences were found between respondents from the three nations for materialism and discretionary spending power. Discretionary spending power had a significant effect on materialism across nations. In addition, evidence supports cross‐national differences in the psychological structure of the materialism construct. While personal gain and social gain explain two materialism dimensions for the Japanese and American samples, factor analysis results suggest materialism may have alternative conceptual underpinnings in China. The findings of this study generally fail to support the global teenager hypothesis as it relates to the value of materialism.     

Characteristics of materialism and its measurement: assessing the Belk's materialism scale in Hungary

In terms of consumer values, the socialist system (altruism, acting for the good of the community, interest in culture, etc.) reflects a post‐materialist orientation. According to data from World Value Surveys, however, there was a strong shift towards materialist values in the former socialist countries after the political changes; this also holds true for Hungary. Most likely, this shift is due partly to the success of the market economy, competition and private enterprise and partly to the disappearance of the obligatory system of values of the socialist regime. The present research study uses the materialism scale developed by Belk to measure possessiveness, non‐generosity and envy in Hungary. The research study focused on the quantitative analysis of a national representative sample (n = 500) in 2002 and 2007 respectively. The results of the study indicate that in both periods surveyed, possessiveness was the most significant dimension within the three examined features of materialism. Changes in the nature of possessiveness, however, corresponded to the changes in consumer behaviour. Based on our findings, we can assume that possessions have a central place in people's life.     

Assessing the antecedents of transfer intentions in a training context

This study examined the underlying structure of transfer climate and those aspects of transfer climate that were related to pre‐training self‐efficacy, pre‐training motivation, and post‐training transfer implementation intentions. Positive and negative affectivity (PA and NA) were also measured in order to better understand the relationship of these variables to trainees’ perceptions of the transfer climate and the other training‐related variables. Transfer climate was best represented by two underlying constructs, although these were correlated. After controlling for PA and NA, none of the transfer climate variables were significantly related to pre‐training self‐efficacy, while only positive reinforcement was significantly related to pre‐training motivation. Pre‐training self‐efficacy was also a significant predictor of pre‐training motivation, even after controlling for PA and NA. Negative affectivity was the only significant predictor of post‐training transfer implementation intentions. Further research needs to clarify whether PA and NA are contributors to the trainees’ perceptions of the transfer climate or are a product of these perceptions.     

Personality,Personal Values,and Consumer Participation in Self‐Production: The Case of Home Meal Preparation

This study investigates the simultaneous influence of personality and personal values on attitude toward self‐production, and how self‐production attitude influences use of time and depth of self‐production behavior in home meal preparation. The results show that self‐control and agreeableness personality traits positively influence attitude toward self‐production, while the resultant self‐enhancement value dimension has a negative effect. Moreover, self‐control negatively moderates the influence of resultant self‐enhancement on self‐production attitude. Attitude toward self‐production has positive influences on both dimensions of self‐production behavior, with a stronger effect on the depth dimension than on the time use dimension. The results support the proposed hierarchical model that personality and personal values relate to more specific self‐production attitude and behavior in a food preparation context.