社会规范调节采用可持续产品的态度与意向之间的关系

IF 1.2 Q4 BUSINESS Innovative Marketing Pub Date : 2023-12-22 DOI:10.21511/im.19(4).2023.23
Aastha Anand, Meghna Sharma
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引用次数: 0

摘要

快速的经济增长、全球消费模式和人类的普遍做法是造成环境退化的主要因素。本研究旨在了解社会规范在影响消费者态度及其购买可持续个人护理产品意向方面所起的调节作用。与环境相关的社会心理因素,包括环境取向、环境知识和感知到的环境责任,被作为自变量。研究对象包括印度首都德里地区受过教育的城市消费者。390 名参与者通过电子邮件、谷歌群组和其他社交网站分享了调查工具。采用便利抽样技术收集了 238 名受访者的数据,并使用 AMOS 结构方程模型(23.0 版)进行分析。结果验证了社会规范在购买可持续个人护理产品的态度(β = 0.186,p < 0.05)和意向(β = 0.215,p < 0.05)之间的调节作用。结果还表明,消费者态度与购买意向之间存在正相关关系(β = 0.301,p < 0.01)。研究结果表明,个人的环境取向、知识和责任与可持续个人护理产品倾向之间存在正相关。研究表明,环境取向对可持续个人护理产品的态度有明显的正向影响(β = 0.332,p < 0.01)。此外,还观察到环境知识与态度(β = 0.291,p < 0.01)和感知到的环境责任(β = 0.227,p < 0.05)之间存在正相关。
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Social norms moderating the attitude-intention relationship in adopting sustainable products
Rapid economic growth, global consumption patterns, and prevailing human practices are primary contributors to environmental degradation. This study aims to understand the moderating role played by social norms in shaping consumer attitudes and their intention to buy sustainable personal care products. Psychosocial factors related to the environment, including environmental orientation, environmental knowledge, and perceived environmental responsibility, were taken as independent variables. The research population includes urban educated consumers in the region of Delhi, the capital of India. The survey instrument was shared among 390 participants via e-mail, Google Groups, and other social networking sites. The data from 238 respondents using the convenience sampling technique were collected, and AMOS structural equation modeling (Version 23.0) was used for analysis. The results validate the role of social norms as a moderator in the association between attitude (β = 0.186, p < 0.05) and intentions (β = 0.215 at p < 0.05) to acquire sustainable personal care products. The results also indicated a positive relationship between consumer attitude and purchase intention (β = 0.301, p < 0.01). The findings suggest a positive correlation between an individual’s environmental orientation, knowledge and responsibility, and inclination toward sustainable personal care products. The study shows a significant positive impact of environmental orientation on attitude toward sustainable personal care products (β = 0.332, p < 0.01). Also, a positive association between environmental knowledge and attitude (β = 0.291, p < 0.01) and perceived environmental responsibility (β = 0.227, p < 0.05) was observed.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
期刊最新文献
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