Exploring the interplay of consumers’ gain, hedonic and normative goals and the role of perceived social norm related to pro-environmental behavioral intentions

Zeinab Rezvani, Johan Jansson, Maria Bengtsson

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingKonferencebidrag i proceedingsForskningpeer review

Resumé

Recent literature review studies identify gain, hedonic and normative goals as three categories of motives for pro-environmental behavior. However, empirical understanding of how these categories of goals interact and affect the pro-environmental behavior is lacking. Moreover, the influence of perceived social norms, as a situational factor, on the relationship of goals and behavioral intention has not been explored. The empirical findings of this study show that consumers’ hedonic goals partially mediate the effect of normative and gain goals on pro-environmental behavioral intentions. For consumers who perceive high social norms, the direct effect of hedonic goals on behavioral intention is stronger and the direct effect of gain goals is insignificant. The results highlight targeting consumers who perceive high social norms with regard to pro-environmental behavior and communicating the hedonic and normative aspects of pro-environmental behaviors.
OriginalsprogEngelsk
TitelProceedings of the 45th European Marketing Academy Conference (EMAC), May 24-27, Oslo, Norway :
Publikationsdato2016
StatusUdgivet - 2016
Udgivet eksterntJa
BegivenhedEuropean Marketing Academy Conference (EMAC) - Oslo, Norge
Varighed: 24. maj 201627. maj 2016
Konferencens nummer: 45

Konference

KonferenceEuropean Marketing Academy Conference (EMAC)
Nummer45
LandNorge
ByOslo
Periode24/05/201627/05/2016

Bibliografisk note

USBESDA

Emneord

  • Consumer behavior, Pro-environmental intention, Goal framing theory

Citer dette

Rezvani, Z., Jansson, J., & Bengtsson, M. (2016). Exploring the interplay of consumers’ gain, hedonic and normative goals and the role of perceived social norm related to pro-environmental behavioral intentions. I Proceedings of the 45th European Marketing Academy Conference (EMAC), May 24-27, Oslo, Norway :
Rezvani, Zeinab ; Jansson, Johan ; Bengtsson, Maria. / Exploring the interplay of consumers’ gain, hedonic and normative goals and the role of perceived social norm related to pro-environmental behavioral intentions. Proceedings of the 45th European Marketing Academy Conference (EMAC), May 24-27, Oslo, Norway :. 2016.
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title = "Exploring the interplay of consumers’ gain, hedonic and normative goals and the role of perceived social norm related to pro-environmental behavioral intentions",
abstract = "Recent literature review studies identify gain, hedonic and normative goals as three categories of motives for pro-environmental behavior. However, empirical understanding of how these categories of goals interact and affect the pro-environmental behavior is lacking. Moreover, the influence of perceived social norms, as a situational factor, on the relationship of goals and behavioral intention has not been explored. The empirical findings of this study show that consumers’ hedonic goals partially mediate the effect of normative and gain goals on pro-environmental behavioral intentions. For consumers who perceive high social norms, the direct effect of hedonic goals on behavioral intention is stronger and the direct effect of gain goals is insignificant. The results highlight targeting consumers who perceive high social norms with regard to pro-environmental behavior and communicating the hedonic and normative aspects of pro-environmental behaviors.",
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Rezvani, Z, Jansson, J & Bengtsson, M 2016, Exploring the interplay of consumers’ gain, hedonic and normative goals and the role of perceived social norm related to pro-environmental behavioral intentions. i Proceedings of the 45th European Marketing Academy Conference (EMAC), May 24-27, Oslo, Norway :. European Marketing Academy Conference (EMAC), Oslo, Norge, 24/05/2016.

Exploring the interplay of consumers’ gain, hedonic and normative goals and the role of perceived social norm related to pro-environmental behavioral intentions. / Rezvani, Zeinab; Jansson, Johan; Bengtsson, Maria.

Proceedings of the 45th European Marketing Academy Conference (EMAC), May 24-27, Oslo, Norway :. 2016.

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingKonferencebidrag i proceedingsForskningpeer review

TY - GEN

T1 - Exploring the interplay of consumers’ gain, hedonic and normative goals and the role of perceived social norm related to pro-environmental behavioral intentions

AU - Rezvani, Zeinab

AU - Jansson, Johan

AU - Bengtsson, Maria

N1 - USBESDA

PY - 2016

Y1 - 2016

N2 - Recent literature review studies identify gain, hedonic and normative goals as three categories of motives for pro-environmental behavior. However, empirical understanding of how these categories of goals interact and affect the pro-environmental behavior is lacking. Moreover, the influence of perceived social norms, as a situational factor, on the relationship of goals and behavioral intention has not been explored. The empirical findings of this study show that consumers’ hedonic goals partially mediate the effect of normative and gain goals on pro-environmental behavioral intentions. For consumers who perceive high social norms, the direct effect of hedonic goals on behavioral intention is stronger and the direct effect of gain goals is insignificant. The results highlight targeting consumers who perceive high social norms with regard to pro-environmental behavior and communicating the hedonic and normative aspects of pro-environmental behaviors.

AB - Recent literature review studies identify gain, hedonic and normative goals as three categories of motives for pro-environmental behavior. However, empirical understanding of how these categories of goals interact and affect the pro-environmental behavior is lacking. Moreover, the influence of perceived social norms, as a situational factor, on the relationship of goals and behavioral intention has not been explored. The empirical findings of this study show that consumers’ hedonic goals partially mediate the effect of normative and gain goals on pro-environmental behavioral intentions. For consumers who perceive high social norms, the direct effect of hedonic goals on behavioral intention is stronger and the direct effect of gain goals is insignificant. The results highlight targeting consumers who perceive high social norms with regard to pro-environmental behavior and communicating the hedonic and normative aspects of pro-environmental behaviors.

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Rezvani Z, Jansson J, Bengtsson M. Exploring the interplay of consumers’ gain, hedonic and normative goals and the role of perceived social norm related to pro-environmental behavioral intentions. I Proceedings of the 45th European Marketing Academy Conference (EMAC), May 24-27, Oslo, Norway :. 2016