The synergistic impact of motivations on sustained pro-environmental consumer behaviors: an empirical evidence for single-use plastic products

Abstract

PurposeThis paper employed the self-determination theory (SDT) to examine the synergistic impacts of intrinsic, extrinsic and prosocial motivations in promoting sustained pro-environmental consumption behaviors (PECB). To provide evidence for the study’s theoretical framework, the authors focus on the behavior of reducing single-use plastics.Design/methodology/approachA mall-intercept survey for consumption of single-use plastic products in three big cities of Vietnam (Hanoi, Da Nang and Ho Chi Minh city) was conducted to test the theoretical framework. In total, 468 consumers completed the questionnaires. Data were analyzed with SPSS and AMOS.FindingsIntrinsic and prosocial motivations are found to be significant predictors of sustained PECB. More importantly, beyond the direct effects of intrinsic and prosocial motivations, the authors also found positive interaction effects between intrinsic and extrinsic motivation and between intrinsic and prosocial motivation on encouraging sustained PECB.Originality/valueThis research offers a new insight for encouraging sustained PECB. Different from the extant perspectives which usually deal with initiating PECB, the authors emphasize sustaining the behavior. Moreover, this research examines the interaction effects between intrinsic and extrinsic motivations and between intrinsic and prosocial motivations in sustaining PECB.

Big Five personality traits and green consumption: bridging the attitude-intention-behavior gap

“…Pro-environmental consumption behavior is one of the central topics of current marketing literature, especially in the context of Western economies (Nguyen et al. , 2018; Pham et al , 2021). Currently, with the rising number of environmental concerns worldwide, especially in emerging Asian economies, sustainable consumption has been becoming the cutting edge of consumer behavior research (Quoquab et al.…”

“…When women are motivated to carry out pro-environmental behavior, it is easier for them to purchase environmentally friendly products (Sreen et al, 2018). (Nguyen et al, 2018;Pham et al, 2021). Currently, with the rising number of environmental concerns worldwide, especially in emerging Asian economies, sustainable consumption has been becoming the cutting edge of consumer behavior research (Quoquab et al, 2019).…”

“…, 2019; Nguyen, 2019; Sreen et al. , 2018), while in emerging economies like that of Vietnam, little research on environmentally friendly consumption exists (Pham et al , 2021). Consumer studies and literature on environmental problems have been limited with regard to transitional economies (Kumar et al.…”

“…Subsequently, the concept of green consumer behavior or green consumption have been proposed as a novel model of marketing discipline in the realm of recent consumer studies (Kumar et al, 2020;Sreen et al, 2018;Sun and Wang, 2020). In terms of green consumption, studies on pro-environmental intentions and behaviors have mostly been conducted in developed countries (Nguyen et al, 2019;Nguyen, 2019;Sreen et al, 2018), while in emerging economies like that of Vietnam, little research on environmentally friendly consumption exists (Pham et al, 2021). Consumer studies and literature on environmental Bridging the attitudeintentionbehavior gap 1123The author(s) would like to thank the two anonymous reviewers for their insightful suggestions and careful reading of the manuscript.…”

Factors predicting pro-environmental behavior: the case of baby diapers

“…According to the findings of several studies, intrinsic and extrinsic motivation has been demonstrated to have both a direct and a mediating effect on PEB (Afsar et al, 2016;Cecere et al, 2014). These investigations were carried out in a range of different environments and involved a number of different participants (Cheung et al, 2017;Ofori and Opoku Mensah, 2021;Pham et al, 2021). Thus, we propose: H1.…”