An integrated framework examining sustainable green behavior among young consumers

Abstract

Purpose Promoting sustainable behavior is an elusive task as it is not an innate and natural response of individuals. While a conducive environment that promotes sustainability arguably plays a prominent role in influencing individuals’ belief structure and norms, not much has been done to examine the interplay between environmental, personal and behavioral domains in sustainable consumption. Drawing on the theoretical perspectives of the social cognitive theory (SCT) and value–beliefs–norms (VBN), this study aims to contribute to the literature by proposing an integrated framework that examines sustainable consumption. Design/methodology/approach This study uses a partial least squares structural equation modeling model based on 313 young consumer responses from an eco-friendly institution in Malaysia. Findings The findings from this study advance sustainable literature by establishing the multidimensionality concept of the personal domain of SCT. Interestingly, an enabling environment that promotes sustainability was found to be more influential in determining young consumers’ beliefs and norms, as opposed to their competencies. This is demonstrated by the sequential mediation of attribution of responsibility and personal norms on the relationship between campus advertisements and pro-environmental behaviors. Originality/value Previous research has investigated SCT and VBN as two separate streams of research in examining green behaviors. To the best of our knowledge, this is the first study that integrates SCT and VBN by examining the multidimensionality aspect of the personal construct to provide a more holistic perspective of examining sustainable behaviors.

TikTok Videos and Sustainable Apparel Behavior: Social Consciousness, Prior Consumption and Theory of Planned Behavior

“…Lastly, study results indicated that when compared to sustainable apparel consumption attitudes and perceived descriptive norms, perceived behavioral efficacy was a weaker predictor of sustainable apparel purchase intention, similar to perceived subjective norms. Nonetheless, the ability of behavioral efficacy to explain purchase intention does support relevant research which suggested that the former was a mediator between exposure to social media content promoting green products and product adoption intention (e.g., De Lenne and Vandenbosch, 2017; Jahari et al, 2022). These results serve as a good reminder in that it would be important to explore the factors that may weaken or strengthen behavioral efficacy in adopting sustainable products.…”

“…De Lenne and Vandenbosch (2017) reported that self-efficacy beliefs were a positive mediator between exposure to fashion magazine content and sustainable apparel purchase intention. In an examination of sustainable green behavior among young consumers, Jahari et al (2022) also suggested that perceived self-efficacy mediated the relationship between exposure to green behavior advertisements and proenvironmental behavioral intentions.…”

The evolution of smart hotels: A bibliometric review of the past, present and future trends

“…Green hotels are emerging as frontrunners in adopting sustainable practices, causing a profound transformation in the hospitality industry. As consumer preferences shift, there is a greater emphasis on the "go green" movement [ 77 ]. This shift is about more than being environmentally conscious; it is also about improving the overall guest experience.…”

Application of the extended value-belief-norm (VBN) theory to understand consumers’ intention to use autonomous delivery vehicles (ADVs)

“…These three dimensions can be explained through values orientation, New Environmental Paradigm (NEP), awareness of consequences (AC), ascription of responsibility (AR), and personnel norms (PN). The effect of the variables are transmitted in the forms of chains, forming an interrelated logical causal chain [ [19] , [20] , [21] , [22] ].…”