Social norms moderating the attitude-intention relationship in adopting sustainable products
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Received October 6, 2023;Accepted December 5, 2023;Published December 22, 2023
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Author(s)Link to ORCID Index: https://orcid.org/0009-0004-5511-7756
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Link to ORCID Index: https://orcid.org/0000-0001-9078-394X -
DOIhttp://dx.doi.org/10.21511/im.19(4).2023.23
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Article InfoVolume 19 2023, Issue #4, pp. 284-296
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Cited by5 articlesJournal title: Journal of Consumer MarketingArticle title: Generational shifts: understanding the role of green self-identity, social norms and cohort differences in consumer intentions to purchase stigmatised recycled productsDOI: 10.1108/JCM-12-2023-6441Volume: / Issue: / First page: / Year: 2025Contributors: Michela Cesarina Mason, Gioele Zamparo, Salman Saleem, Rana Muhammad UmarJournal title:Article title:DOI:Volume: / Issue: / First page: / Year:Contributors:Journal title: Journal of Hospitality and Tourism InsightsArticle title: Promoting tourists’ sustainable transportation use, walking tour and recycling activities for air pollution minimization at overseas urban tourism destinationsDOI: 10.1108/JHTI-03-2025-0336Volume: / Issue: / First page: / Year: 2025Contributors: Heesup Han, Nichapat Sangkaew, Xin Cheng, Wai Ching Wilson Au, Kee Fu Nelson Tsang, Surarak WichupankulJournal title:Article title:DOI:Volume: / Issue: / First page: / Year:Contributors:Journal title: Problems and Perspectives in ManagementArticle title: Role of government policy in food security: Economic and demographic challengesDOI: 10.21511/ppm.22(2).2024.38Volume: 22 / Issue: 2 / First page: 488 / Year: 2024Contributors: Eldar Guliyev, Bayali Atashov, Aygun Guliyeva
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Rapid economic growth, global consumption patterns, and prevailing human practices are primary contributors to environmental degradation. This study aims to understand the moderating role played by social norms in shaping consumer attitudes and their intention to buy sustainable personal care products. Psychosocial factors related to the environment, including environmental orientation, environmental knowledge, and perceived environmental responsibility, were taken as independent variables. The research population includes urban educated consumers in the region of Delhi, the capital of India. The survey instrument was shared among 390 participants via e-mail, Google Groups, and other social networking sites. The data from 238 respondents using the convenience sampling technique were collected, and AMOS structural equation modeling (Version 23.0) was used for analysis. The results validate the role of social norms as a moderator in the association between attitude (β = 0.186, p < 0.05) and intentions (β = 0.215 at p < 0.05) to acquire sustainable personal care products. The results also indicated a positive relationship between consumer attitude and purchase intention (β = 0.301, p < 0.01). The findings suggest a positive correlation between an individual’s environmental orientation, knowledge and responsibility, and inclination toward sustainable personal care products. The study shows a significant positive impact of environmental orientation on attitude toward sustainable personal care products (β = 0.332, p < 0.01). Also, a positive association between environmental knowledge and attitude (β = 0.291, p < 0.01) and perceived environmental responsibility (β = 0.227, p < 0.05) was observed.
- Keywords
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JEL Classification (Paper profile tab)D12, M31, Q01
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References62
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Tables6
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Figures1
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- Figure 1. Conceptual model
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- Table 1. Descriptive statistics of the sample
- Table 2. Descriptive data of the constructs
- Table 3. Standardized loadings of items on each of the constructs
- Table 4. Measurement model with validity and reliability
- Table 5. Path coefficients for the direct effects between constructs
- Table A1. Study constructs
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Conceptualization
Aastha Anand, Meghna Sharma
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Data curation
Aastha Anand
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Formal Analysis
Aastha Anand
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Investigation
Aastha Anand, Meghna Sharma
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Methodology
Aastha Anand, Meghna Sharma
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Project administration
Aastha Anand, Meghna Sharma
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Resources
Aastha Anand
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Software
Aastha Anand
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Validation
Aastha Anand, Meghna Sharma
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Visualization
Aastha Anand
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Writing – original draft
Aastha Anand
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Writing – review & editing
Aastha Anand, Meghna Sharma
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Supervision
Meghna Sharma
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Conceptualization
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Impact of meme marketing on consumer purchase intention: Examining the mediating role of consumer engagement
This paper analyzes an emerging form of social media marketing, meme marketing, which has gained attention for its ability to entertain and engage users. Marketers and companies are recognizing the value of using memes as a tool to connect with consumers. To understand the effects of meme marketing activities, this paper aims to examine the impact of meme marketing activities on consumer purchase intentions and concurrently assess the mediating role of consumer engagement. The study encompassed 452 Indian social media users with active social media accounts and familiarity with memes and meme marketing concepts. It employed a quantitative methodology backed by robust statistical techniques. The method used for analysis was Structural Equation Modeling (SEM) through Analysis of Moment Structures (AMOS) software. The results found that meme marketing activities have a direct and significant positive impact (β = 0.257, p < 0.05) on consumer purchase intentions. It further shows that meme marketing has a direct and significant positive impact (β = 0.745, p < 0.05) on consumer engagement. It shows that consumer engagement has a direct and significant positive effect (β = 0.651, p < 0.05) on consumer purchase intention. However, the indirect impact of meme marketing activities on consumer purchase intentions is also significant, resulting in partial mediation. The study findings hold value for marketing managers, agencies, and companies that interact and engage consumers with memes and undertake meme marketing activities.
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Short video marketing factors influencing the purchase intention of Generation Z in Vietnam
Thi Thuy An Ngo, Phu Quach
, Thanh Vinh Nguyen
, Anh Duy Nguyen
, Thi Minh Nguyet Nguyen
doi: http://dx.doi.org/10.21511/im.19(3).2023.04
Innovative Marketing Volume 19, 2023 Issue #3 pp. 34-50 Views: 5465 Downloads: 1951 TO CITE АНОТАЦІЯIn the digital age and technological advancements, short video platforms have become essential tools for online sales and marketing. In addition, shopping through short video marketing has gained significant attention, especially among Generation Z, as it brings unique and novel shopping experiences. The primary goal of this study is to explore the factors of short video marketing that influence the purchase intentions of Generation Z consumers in Vietnam. To conduct this study, a quantitative approach was employed, utilizing a 5-point Likert scale questionnaire administered online through a non-probability sampling method. The sample comprised 350 respondents aged between 16 and 26 from Vietnam, representing Generation Z, who made purchases through short video marketing. The relationships among various variables were analyzed using Structural Equation Modeling (SEM). The study’s results demonstrated a positive, significant, and direct relationship between all factors of short video marketing, including interesting content, perceived usefulness, scenario-based experience, user interaction, perceived enjoyment, and involvement of celebrities and consumer brand attitude. Among these factors, perceived usefulness is the most influential factor on customer brand attitude. In addition, the study revealed that consumer brand attitude, acting as a mediating variable, had a positive and significant impact on consumers’ purchase intentions. Based on the findings, the study suggested strategies for businesses to enhance the quality and content on short video platforms, thereby improving the effectiveness of their marketing strategies.
Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study. -
ESG disclosure and financial performance: Empirical study of Vietnamese commercial banks
Banks and Bank Systems Volume 19, 2024 Issue #1 pp. 208-220 Views: 4814 Downloads: 1414 TO CITE АНОТАЦІЯEnvironmental, social, and governance (ESG) disclosure becomes vital for banks to be transparent and accountable for their investments and lending decisions to shareholders, regulators, and society. The potential enhancement of shareholder value through ESG disclosure is still inconsistent. Empirical studies on the association between ESG disclosure and financial performance are mixed and limited in emerging economies. This study aims to examine whether ESG disclosure impacts the financial performance of 24 Vietnamese commercial banks in terms of return on assets (ROA), return on equity (ROE), and net interest margin (NIM). The study uses the feasible generalized least squares estimation method based on panel data from 2018 to 2022. The study employs content analysis on 12 themes related to environmental, social, and governance pillars to score policy disclosure based on the Fair Finance Guide Methodology. The results highlight the positive effects of ESG policy disclosure, individual environment disclosure (E), and individual governance disclosure (G) on bank financial performance. Notably, ESG, E, and G have the largest influence on ROE, with coefficients of 0.051, 0.036, and 0.027, respectively, at a 5% significance level. However, the study does not provide evidence of a statistically significant association between social disclosure and financial performance. These results provide empirical evidence for regulators and bank managers to shape ESG policies and practices aligning with international standards.
Acknowledgment
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