The roles of values and social norm on personal norms and pro-environmentally friendly apparel product purchasing behavior: The mediating role of personal norms

The present study was conducted with two goals in mind: to investigates the effects of consumers' values, social norms on their personal norms and environmental behavior, and to examine the mediating role of personal norms in the relationship between social norms and environmental behavior. Dat...

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Bibliographic Details
Published in:Journal of retailing and consumer services 2019-11, Vol.51, p.83-90
Main Authors: Kim, Soo Hyun, Seock, Yoo-Kyoung
Format: Article
Language:English
Subjects:
Personal norms
Pro-environmental behavior
Social norms
Values
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Summary:The present study was conducted with two goals in mind: to investigates the effects of consumers' values, social norms on their personal norms and environmental behavior, and to examine the mediating role of personal norms in the relationship between social norms and environmental behavior. Data were obtained from 292 participants in the USA. The findings reveal that bio-altruistic and egoistic values influence personal norms to purchase pro-environmental products. Additionally, social norms are internalized via personal norms and indirectly or directly influence pro-environmental behavior.
ISSN:0969-6989
1873-1384
DOI:10.1016/j.jretconser.2019.05.023