Personal and social norms in responsible computer acquisition

PurposeThis study aimed to investigate the mediating roles of social and personal norms in the relationships between transcendent values (i.e. altruistic and biospheric) and responsible computer acquisition behaviour (RCAB). Previous studies suggested the role of norms in explaining the value–behaviour relationship. However, they did not provide sufficient evidence of the mediating roles of both personal and social norms.Design/methodology/approachA self-administered questionnaire was employed to gather data from 571 consumers in Malaysia. The data were analysed using the structural equation modelling method.FindingsIt was found that personal and social norms partially mediate the relationship between altruistic values and RCAB. Social norms also partially mediate the relationship between altruistic values and personal norms. However, there was no significant relationship between biospheric values and RCAB; thus, the norms have no mediation roles.Practical implicationsIt provides policymakers and marketers insights into ways of encouraging pro-environmental behaviour such as RCAB.Originality/valueThis research provides empirical evidence of the mediating roles of personal and social norms in value–behaviour relationships in an emerging market context.