An Expectancy Model of Green Product Consumption and Green Brand Equity

Arikan, Ramazan H.; Jiang, Chuandi

doi:10.1007/978-3-319-66023-3_223

Cited by 4 publications

(5 citation statements)

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“…According to the model, deontology and teleology predict the ethical evaluation of behaviour, and ethical evaluation leads to the intention to perform the behaviour and the actual behaviour [3,4]. Out of the few studies that used GTME to predict the behaviours in the environmental domain, note: the following studies did not incorporate the dilemmas [12][13][14], the most relevant is the recent study performed by Zaikauskaite and colleagues [15], note: incorporates the dilemmas. Here, the authors have found that deontology contributed to predicting ethical evaluation more strongly than teleology, and these findings are in line with the previous GTME studies in other than environmental domains [15].…”

Section: Common Rational Choice Models Used To Assess Morality and Th...mentioning

confidence: 99%

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The Theory of Planned Behaviour doesn’t reveal ’attitude-behaviour’ gap? Contrasting the effects of moral norms vs. idealism and relativism in predicting pro-environmental behaviours

Zaikauskaitė,

Grzybek,

Mumford

et al. 2023

PLoS ONE

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The inconsistency between pro-environmental attitudes and behaviours called the ’attitude-behaviour’ gap, has been reported in many scenarios relating to sustainable actions. However, the reasons for it are not entirely clear. It has been proposed that the ’attitude-behaviour’ gap is driven by the moral dimension whereby moral attitudes fail to translate into subsequent moral behaviours. If so, the lacking integration of moral dimension into the environmental domain serves as a generalisable factor to improve the accuracy of predicting pro-environmental behaviours. Hence, we aimed to explore (i) whether the addition of a moral element to the Theory of Planned Behaviour (TPB) shows the ’attitude-behaviour’ gap and (ii) whether the ethics position questionnaire (EPQ) is a more suitable measure of morality within the TPB framework, as compared to that of moral norms. The results from 181 US MTurk participants disclosed that the addition of the moral element to the TPB framework did not reveal the presence of the ’attitude-behaviour’ gap, despite both moral norms and idealism significantly predicting pro-environmental attitudes. The findings do not indicate whether moral norms or idealism should be used as a more accurate measure of morality within the TPB framework, although relativism was found to have no significant effects. Further investigation of why the moral element does not reveal the ’attitude-behaviour’ gap within the TPB framework predicting pro-environmental behaviours would help understand the reasons why rational choice models tend to overestimate theoretical vs. real-life engagement with sustainability.

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Section: Common Rational Choice Models Used To Assess Morality and Th...mentioning

confidence: 99%

“…This contradicts the findings of Zaikauskaite and colleagues [15], who used morality-centered Hunt-Vitell's framework to predict the same behaviours. Hence, it's unclear whether the addition of either moral norms or EPQ did not inflate the effects of morality within the TPB framework (Tables 10 and 11 and Figs [8][9][10][11][12].…”

Section: Plos Onementioning

confidence: 99%

The Theory of Planned Behaviour doesn’t reveal ’attitude-behaviour’ gap? Contrasting the effects of moral norms vs. idealism and relativism in predicting pro-environmental behaviours

Zaikauskaitė,

Grzybek,

Mumford

et al. 2023

PLoS ONE

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“…This is to say that we will be able to investigate the relationship between morality, attitudes, intentions and behaviours; given the robust effects over a number of studies involving ethical issues ( Hunt, 2016 ). To our knowledge, none of the pro-environmental studies which have employed Hunt–Vitell’s framework (e.g., Lu et al, 2015 ; Arikan and Jiang, 2017 ; Nimri et al, 2021 ) incorporated both intention and behaviour-based measures to the model, making it difficult to predict whether the “attitude-behaviour” gap occurs between attitudes and intentions or intentions and behaviours. Below we present the review of the non-exhaustive list of studies, which highlight the key issues with existing “attitude-behaviour” gap research and portray the potential of a moral dimension in defining pro-environmental decision-making.…”

Section: Introductionmentioning

confidence: 99%

“…Attempts to apply Hunt–Vitell’s model demonstrated its consistency in predicting the relationship between personal moral philosophy and behaviour, although this was mostly done in organisational ( Hunt and Vasquez-Parraga, 1993 ; Burns and Kiecker, 1995 ; Mengüç, 1998 ; Donoho et al, 2001 ; Hunt and Laverie, 2004 ) or general consumer settings ( Mayo and Marks, 1990 ; Vitell et al, 2001 ). Few of the studies, however, have also applied Hunt–Vitell’s theory to investigate green consumption choices ( Lu et al, 2015 ; Arikan and Jiang, 2017 ; Nimri et al, 2021 ), albeit without incorporating the dilemmas into the model. For example, Lu et al (2015) have used a modified version of Hunt–Vitell’s model to factors, rather than deontological and teleological philosophies.…”

Section: Introductionmentioning

confidence: 99%

Hunt–Vitell’s General Theory of Marketing Ethics Predicts “Attitude-Behaviour” Gap in Pro-environmental Domain

et al. 2022

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The inconsistency between pro-environmental attitudes and behaviours, known as the “attitude-behaviour” gap, is exceptionally pronounced in scenarios associated with “green” choice. The current literature offers numerous explanations for the reasons behind the “attitude-behaviour” gap, however, the generalisability of these explanations is complex. In addition, the answer to the question of whether the gap occurs between attitudes and intentions, or intentions and behaviours is also unknown. In this study, we propose the moral dimension as a generalisable driver of the “attitude-behaviour” gap and investigate its effectiveness in predicting attitudes, pro-environmental intentions and subsequent behaviours. We do so by using Hunt–Vitell’s moral philosophy-based framework of ethical decision-making, which conceptualises morality as the central decision-making parameter. The results from 557 US MTurk participants revealed that the manipulation of moral dimensions, specifically deontology and teleology, impacted ethical evaluation of presented dilemmas, however, failed to translate into subsequent intentions and behaviours. This finding suggests (i) that the moral dimension has an effect in shaping attitudes toward environmental issues, and (ii) that gap occurs between attitudes and intentions rather than intentions and behaviours. Further investigation of what strengthens and/or overrides the effects of the moral dimension would help understand the reasons why moral attitudes do not always translate into subsequent intentions and behaviours in the pro-environmental domain.

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“…This is to say that we will be able to investigate the relationship between morality, attitudes, intentions and behaviours; given the robust effects over a number of studies involving ethical issues (Hunt, 2016). To our knowledge, none of the pro-environmental studies which have employed Hunt-Vitell's framework (e.g., Lu et al, 2015;Arikan and Jiang, 2017;Nimri et al, 2021) incorporated both intention and behaviour-based measures to the model, making it difficult to predict whether the "attitude-behaviour" gap occurs between attitudes and intentions or intentions and behaviours. Below we present the review of the non-exhaustive list of studies, which highlight the key issues with existing "attitude-behaviour" gap research and portray the potential of a moral dimension in defining pro-environmental decisionmaking.…”

Section: Introductionmentioning

confidence: 99%

Hunt-Vitell’s General Theory of Marketing Ethics Predicts ‘Attitude-Behaviour’ Gap in Pro-Environmental Domain

Zaikauskaite¹,

Butler²,

Nfs³

et al. 2021

Preprint

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The inconsistency between pro-environmental attitudes and behaviour, known as the ‘attitude-behaviour’ gap, is not uncommon to ethical decision-making, however it’s exceptionally pronounced in scenarios associated with ‘green’ choice. Despite existing research offering numerous attempts to investigate the causes of the ‘attitude-behaviour’ gap in the pro-environmental domain, it is surprising that the major factors driving the ‘attitude-behaviour’ gap are still unknown. Therefore, we have grounded this study in Hunt-Vitell’s moral philosophy-based framework of ethical decision-making, which assumes morality as the central force impacting one’s behaviour and tested its effectiveness in predicting pro-environmental intentions vs. behaviours. The results from an online study of 612 MTurk participants from the US revealed that participants’ decision-making indeed depended on deontological and teleological framing of pro-environmental scenarios, and this in turn predicted the declining relationship between intention vs. behaviour. These findings suggest that morality is central to pro-environmental decision-making, and the ‘attitude-behaviour’ gap is the result of the disintegrated effects of moral dimension. For this reason, strengthening the impact of morality could be sufficient for aligning intentions with behaviours and thus closing the ‘attitude-behaviour’ gap.

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An Expectancy Model of Green Product Consumption and Green Brand Equity

Cited by 4 publications

References 34 publications

The Theory of Planned Behaviour doesn’t reveal ’attitude-behaviour’ gap? Contrasting the effects of moral norms vs. idealism and relativism in predicting pro-environmental behaviours

The Theory of Planned Behaviour doesn’t reveal ’attitude-behaviour’ gap? Contrasting the effects of moral norms vs. idealism and relativism in predicting pro-environmental behaviours

Hunt–Vitell’s General Theory of Marketing Ethics Predicts “Attitude-Behaviour” Gap in Pro-environmental Domain

Hunt-Vitell’s General Theory of Marketing Ethics Predicts ‘Attitude-Behaviour’ Gap in Pro-Environmental Domain

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