ABSTRACT

The study aims to understand the sustainable consumption behavior based on psychological ownership and social influence theory. The study used SPSS using AMOS and PROCESS SPSS Macro to determine the overall fit of the measurement model and examining the hypotheses. The study tested the relationship among self-expressiveness (SE), environmental commitment (EC), psychological ownership (PO), social influence (SI), fashion consciousness (FC), and sustainable consumption behavior (SCB) in the context of apparel. The results show that an increase in self-expressiveness and environmental commitment enhances SCB. The results of the study confirmed the mediating role of the psychological ownership and social influence on SCB. Further, the role of fashion consciousness as a moderator was established between self-expressiveness and SCB via psychological ownership. However, fashion consciousness was not found to moderate the relationship between environmental commitment on SCB via social influence. Valuable contributions were made to the marketing literature by identifying the impact of self-expressiveness and environmental commitment on the SCB.

摘要

该研究旨在基于心理所有权和社会影响理论来理解可持续消费行为。这项研究使用了AMOS和PROCESS SPSS Macro来进行SPSS，以确定测量模型的总体拟合并检验假设。这项研究测试了服装中自我表现力（SE），环境承诺（EC），心理所有权（PO），社会影响力（SI），时尚意识（FC）和可持续消费行为（SCB）之间的关系。结果表明，自我表达能力和环境承诺的提高增强了SCB。研究结果证实了心理所有权和社会影响力对渣打银行的中介作用。进一步，时尚意识作为调节者的作用是通过心理所有权在自我表达能力和渣打银行之间建立的。然而，没有发现时尚意识通过社会影响来缓和环境对SCB的承诺之间的关系。通过确定自我表现力和环境承诺对渣打银行的影响，对营销文献做出了宝贵贡献。