Understanding the desire for green consumption: Norms, emotions, and attitudes
基于目标导向行为理论，结合定性研究和474名美国消费者的调查数据，构建了绿色目标导向行为模型，揭示了个人规范、情感和评估机制在驱动绿色消费欲望中的关键作用，并发现结果预期和消费者卷入度的调节效应。
• Developed a new model of green goal-directed behaviors. • Revealed the salient role of personal norms for driving sustainable consumption. • Norm activation through the interplay of social norms and environmental knowledge. • Combined moral, affective, evaluative mechanisms form the desire to buy green products. • Demonstrated the moderating role of outcome expectancies and consumer involvement. Building on goal-directed behavior premises, this article sets out to develop a framework for explaining why consumers desire green products. Informed by a qualitative study exploring critical consumption incidents, the new model of green goal-directed behaviors (MGGB) presents a unique approach, tested empirically through a survey on the sustainable food consumption of 474 U.S. consumers. By combining the effects of pro-environmental and self-oriented motivations, the MGGB achieved a superior fit and predictive power compared to rival frameworks. Structural equation modeling results unveiled the salient role of personal norms, associated with affective and evaluative mechanisms. The important function of social and cognitive aspects is also revealed. The novel approach taken herein overcomes the limitations of rational theories, by introducing new processes, and showing how their contingency on outcome expectancies and consumer involvement regulates the arousal of green consumption desires. Important considerations are derived for theory development, future research, and marketing practice.