The effects of attitudes and social norms on ecologically conscious consumption behavior
MetadataShow full item record
CitationUral, T. (2018). The effects of attitudes and social norms on ecologically conscious consumption behavior. International Congress on Business and Marketing. s. 80-98.
Researchers have been expressing for many years about the fact that misuse of natural resource, over consumption practices and irresponsible consumption cause environmental deterioration. Reducing environmental deterioration requires to change consumption behavior based on a better understanding antecedents determining consumers' action toward ecologically conscious than those who are in past decades, but they are struggling to translate this into purchases. Therefore, explaining the antecedents of ecologically conscious consumer behavior may contribute to understand this paradox. In this study, only two antecedents such as consumer's attitudes toward the environment and social norms are examined. The model of the study includes in the effects of attitudes and subjective norms on both of behavioral intention and actual behavior (reported). To test hypotheses model associations, the survey was conducted on households who live in Hatay-a province of Turkey. Data was obtained by convenience sampling technique and face to face method. In the first step, exploratory factor analysis (EFA) was applied to explore the possible underlying factor structure of a set of observed variables. Confirmatory factor analysis (CFA) was also used to examine reliablilty and validity of measurement model. The second step was to test the realationships among proposed constructs by structural equation modelling (SEM). The results of the study reveal that consumer's attitudes toward the environment positively influence to ecologically conscious consumer behavior (ECCB). But contrary to our expectation, relationship between consumer's attitudes toward the environment and behavioral intention is insignificant. The subjective norms have significant and positive direct effect on behavioral intention. The results also indicated that the subjective norms has indirect effect on ECCB via behavioral intention. These findings shed light on how marketing strategies which promote environmental consumer behavior are developed by policymakers and marketers.
SourceInternational Congress on Business and Marketing
The following license files are associated with this item: