Fitnesser’s Intrinsic Motivations of Green Eating: An Integration of Theory of Planned Behavior and Hedonic-Motivation System Adoption Model

Abstract

Global climate change arouses people’s attention to environmental protection and, therefore, changes consumption habits. Food overconsumption not only produces extra waste but also pollutes the environment. Therefore, it is important to understand the factors that motivate people to eat green, an eco-friendly way to consume food. To keep the body in good shape, the fitnessers concern more about diet than the general people. This study explored intrinsic motivations, such as social recognition, environmental ethics, curiosity, joy of purchase, perceived usefulness, subjective norm, and perceived behavior control as constructs that affect fitnesser’s green eating intention. All constructs except curiosity have significant impacts on behavior intention. The results demonstrate that social recognition and environmental ethics have significant effects on curiosity, joy of purchase, perceived usefulness, subjective norm, and perceived behavior control. The mediation effects between social recognition and behavior intention are not supported. The mediators between environmental ethics and behavior intention are joy of purchase, perceived usefulness, subjective norm, and perceived behavior control.

A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode

“…Research indicates that increasing perceived usefulness can stimulate curiosity [174,175]. The integration of the planned behavior theory and the hedonic motivation system model suggests that perceived usefulness has a direct impact on behavioral intention, indicating its influence on curiosity [176]. Furthermore, in the context of technological adoption, immersive experiences can trigger curiosity and impulsive purchase intentions, further supporting the impact of perceived usefulness on curiosity [177,178].…”

“…Finally, the research has found that perceived usability significantly influences perceived usefulness, joy and other factors [175,176]. Simultaneously, perceived usefulness and perceived joy have a positive impact on consumers' purchase intention in a live streaming environment [116].…”

“…It has been found that perceived ease of use has a substantial influence on various aspects of user behavior and attitudes [47], such as in terms of user perception and satisfaction [186]. Integrating joy into the technology acceptance model shows the relevance of the joy value in the context of ease of use [176]. In this study, AR is adopted as a technology used in the live streaming industry, allowing users to personalize their preferred AR interactive decorations and consume them with ease on the designed interface, requiring only the purchase of sufficient points.…”

Environmentally friendly cycling habit behaviour: could social influence, hedonic motivation and psychological needs develop it?

“…One of the research results concluded that environmental knowledge is essential to influencing purchase intention rather than ecological concern, but hedonic motivation did not [18]. Nevertheless, another research found that hedonic motivation affects green purchase intention behaviour in green apparel and green eating [19,20]. No one research discuss hedonic motivation in cycling.…”

“…Prior research about hedonic motivation and EFB primarily discuss how hedonic motivation trigger purchase intention, especially in green product [8,[18][19][20]. One of the research results concluded that environmental knowledge is essential to influencing purchase intention rather than ecological concern, but hedonic motivation did not [18].…”