The Relative Importance of Values, Social Norms, and Enjoyment Based Motivation in Explaining Pro Environmental Product Purchasing Behavior in Apparel Domain
Changing consumption behavior can offer co benefits in reduction of environmental issues and encouraging improvements to environmentally friendly or sustainable production. We propose a novel value social norm enjoyment based motivation (VSE) model and test the factors that influence individual pro environmental apparel purchasing behavior. Data were obtained from 353 college students in Korea and analyzed by using SEM. Our results show that individuals who endorse bio altruistic values who engage in eco friendly environmental behavior in apparel domain are influenced by descriptive norms and injunctive norms. Further, enjoyment based motivation was found to be a key mediator among bio altruistic value, descriptive norms, and injunctive norms on pro environmental purchasing behavior. However, injunctive norms do not directly influence purchasing behavior, but rather, are integrated to enjoyment based intrinsic motivation, then indirectly affect purchasing behavior.