Impact of materialism on tourists’ green purchase behavior: Extended norm activation model perspective

IF 4.5 3区 管理学 Q1 BUSINESS Journal of Vacation Marketing Pub Date : 2023-05-25 DOI:10.1177/13567667231178328
Anand Jhawar, Prashant Kumar, D. Israel
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引用次数: 3

Abstract

In the context of tourists’ eco-friendly consumption behavior, this study examines the effects of materialism and the cardinal variables in the norm activation model (NAM; i.e. awareness of consequences, ascription of responsibility, and moral norms) on tourists’ green purchase behavior. Using an online structured questionnaire, useable data was collected from 405 tourists, and structural equation modeling in SmartPLS 3.0 was performed to examine the relationships. The results showed that materialism negatively affected awareness of consequences and moral norms but did not affect the ascription of responsibility. Interestingly, awareness of the consequences of environmental degradation did not significantly affect tourists’ green purchase behavior. Further, moral norms mediated the effects of materialism on tourists’ green purchase behavior. Thus, this study integrates materialism with the NAM and makes a novel contribution to adjoining literature on materialism and tourists’ green consumption literature. The role of materialism as an external locus-of-control to NAM and to predict tourists’ green consumption, along with subsequent managerial implications, are discussed further.
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物质主义对游客绿色购买行为的影响:扩展规范激活模型视角
在游客环保消费行为的背景下,本研究考察了物质主义和规范激活模型中的主要变量(NAM;即后果意识、责任归属和道德规范)对游客绿色购买行为的影响。使用在线结构化问卷,从405名游客中收集了可用数据,并在SmartPLS 3.0中进行了结构方程建模,以检验这些关系。结果表明,唯物主义对后果意识和道德规范产生了负面影响,但对责任归属没有影响。有趣的是,对环境退化后果的认识并没有显著影响游客的绿色购买行为。此外,道德规范对物质主义对游客绿色购买行为的影响起到了中介作用。因此,本研究将唯物主义和NAM相结合,对邻接的唯物主义文学和游客绿色消费文学做出了新的贡献。进一步讨论了物质主义作为不结盟运动的外部控制点和预测游客绿色消费的作用,以及随后的管理启示。
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来源期刊
CiteScore
9.70
自引率
15.70%
发文量
54
期刊介绍: Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.
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