PERSONAL NORM AND PRO-ENVIRONMENTAL CONSUMER BEHAVIOR: AN APPLICATION OF NORM ACTIVATION THEORY

Setiawan, Budi (2021) PERSONAL NORM AND PRO-ENVIRONMENTAL CONSUMER BEHAVIOR: AN APPLICATION OF NORM ACTIVATION THEORY. Asean Marketing Journal, 13 (1). pp. 40-49. ISSN 2356-2242

Text 2021 Budi 13213-67555805-1-SM.pdf Download (185kB)

Abstract

Manuscript type: Research article Research Aims: This study aims to fill the research gap from previous research regarding personal norms in explaining pro-environmental behavior, which does not involve awareness of consequences and ascription of responsibility as antecedents to activate personal norms. Therefore, this study tries to examine personal norms based on norm activation theory in explaining behavior. Design/methodology/approach: The final sample size is 300 respondents selected through purposive sampling technique. Primary data is collected through a closed-end questionnaire. Data analysis consists of two stages, namely the confirmatory factor analysis and structural equation model. Research Findings: Awareness of consequences and ascription of responsibility significantly form a personal norm as a core factor of the norm activation theory. Consumers feel that they have a moral obligation concerning the environment. Active personal norm, successfully forming both intention and actual behavior in the context of sorting out waste. In the downstream stage of consumer behavior, it will lead to becoming pro-environmental consumer behavior based on altruistic values. Theoretical Contribution/Originality: Personal norm is proven to be activated by awareness of consequences and ascription of responsibility. Active personal norm will lead to affect behavior, with or without being preceded by intention. Practitioner/Policy Implication: Social marketers can encourage consumers to behave pro-environmentally by activating the personal norm from their target audience first. Research limitation/Implications: This study was conducted in a cross-sectional period. Therefore, future studies will be more robust if the actual behavior is measured in a longitudinal period.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Admin Repository
Date Deposited:	02 Aug 2021 22:07
Last Modified:	02 Aug 2021 22:07
URI:	http://repository.ibik.ac.id/id/eprint/1299

Actions (login required)

View Item