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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.
Insook Ahn; Soo Kim; Munyoung Kim. The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain. Sustainability 2020, 12, 6797 .
AMA StyleInsook Ahn, Soo Kim, Munyoung Kim. The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain. Sustainability. 2020; 12 (17):6797.
Chicago/Turabian StyleInsook Ahn; Soo Kim; Munyoung Kim. 2020. "The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain." Sustainability 12, no. 17: 6797.
Insook Ahn. Does Economy Dictate Hemline Move? -Verification of the Hemline Theory-. Journal of the Korean Society of Clothing and Textiles 2015, 39, 755 -764.
AMA StyleInsook Ahn. Does Economy Dictate Hemline Move? -Verification of the Hemline Theory-. Journal of the Korean Society of Clothing and Textiles. 2015; 39 (5):755-764.
Chicago/Turabian StyleInsook Ahn. 2015. "Does Economy Dictate Hemline Move? -Verification of the Hemline Theory-." Journal of the Korean Society of Clothing and Textiles 39, no. 5: 755-764.