How self-expressive benefits relate to buying a hybrid car as a green product

By Manoela Costa Policarpo, Edvan Cruz Aguiar. 2020

89 citations recorded by the source corpus.

Abstract This study analyzed how environmental concern is related to self-expressive benefits obtained from green consumer behavior (e.g., buying a hybrid car), considering subjective norms as the antecedent. Based on the theory of reasoned action and the costly-signaling theory, a model was proposed and verified empirically using a survey of 870 respondents. Structural equation modeling was used in the analysis. The results showed that subjective norms assume the role of an antecedent to environmental concern and self-expressive benefits, and that these variables are positively associated. Environmental concern was associated with perceived value and purchase intention, but these relationships were not statistically significant. By contrast, self-expressive benefits predicted both perceived value and purchase intention, suggesting its mediating role in the relationship between environmental concern and green consumption behavior. This study substantiates theoretical assumptions that emphasize the importance of social factors as determinants of green buying behavior. By introducing and highlighting self-expressive benefits as an antecedent of green consumer behavior, the study indicates that the decision to buy green products is more likely when it involves signaling prosocial reputation, such as buying a hybrid car.

Subfields: Management, Monitoring, Policy and Law, Marketing

View Paper: https://www.semanticscholar.org/paper/e35d40e941274b2cf985129bf3356023bc45d744