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The synergistic impact of motivations on sustained pro-environmental consumer behaviors: an empirical evidence for single-use plastic products
Asia Pacific Journal of Marketing and Logistics ( IF 4.643 ) Pub Date : 2021-04-29 , DOI: 10.1108/apjml-08-2020-0570
Chuong Hong Pham 1 , Hung Vu Nguyen 1 , Mai Thi Thu Le 1 , Long Thanh Do 2 , Phuong Thi Tung Nguyen 1
Affiliation  

Purpose

This 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/approach

A 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.

Findings

Intrinsic 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/value

This 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.



中文翻译:

动机对持续的亲环境消费者行为的协同影响:一次性塑料产品的经验证据

目的

本文采用自我决定理论 (SDT) 来检验内在、外在和亲社会动机在促进持续的亲环境消费行为 (PECB) 方面的协同影响。为了为该研究的理论框架提供证据,作者专注于减少一次性塑料的行为。

设计/方法/方法

对越南三大城市(河内、岘港和胡志明市)的一次性塑料制品消费进行了商场拦截调查,以测试理论框架。共有 468 名消费者完成了问卷调查。数据采用SPSS和AMOS进行分析。

发现

发现内在和亲社会动机是持续 PECB 的重要预测因素。更重要的是,除了内在动机和亲社会动机的直接影响之外,作者还发现了内在动机和外在动机之间以及内在动机和亲社会动机之间的积极交互作用,以鼓励持续的 PECB。

原创性/价值

这项研究为鼓励持续的 PECB 提供了新的见解。与通常处理启动 PECB 的现有观点不同,作者强调维持行为。此外,本研究探讨了维持 PECB 的内在动机和外在动机之间以及内在动机和亲社会动机之间的相互作用。

更新日期:2021-04-29
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