Sustainable consumption: how normative, attitudinal and motivational determinants impact consumers’ recycling intention via moderating role of local government support
Abstract/Description
Climate emergency has been one of the top pressing issues of present times. It has been evident that the reason behind prevalent climate devastation is the activities that are been done by human beings. To look deeper into this several studies have been conducted to examine the impact of human behaviour on one’s environment. Since late 1980, the domain of sustainable and green marketing has been examining several dynamics of pro-environmental behaviours. However, there is lack of awareness amongst consumers about the sustainable consumption over the entire product life cycle, specifically, in context of Pakistan. Following that, present study has incorporated normative, attitudinal, and motivational dispositions of human behaviour to predict the consumers’ recycling intention in Karachi, Pakistan. Theoretical underpinning of present study has been built on Theory of planned behaviour (TPB), along with additional potent constructs of Norm Activation Model (NAM) and Self-Determined Motivation (SDT). Google survey was used for data collection by sending 400 questionnaires, out of which 314 were collected back. Collected data was analysed by Smart PLS (SEM). Finding reveals significant impact of Personal Norm (PN), Attitude (ATD), and Self Determined Motivation (SDT) on Consumers’ Recycling Intention. However, Moderation Local Government Support (LGS) for city Karachi has shown insignificant impact on Consumers’ recycling Intention. In addition, present study is of utmost significance for future research work and presents some interesting insights which can be explored further with empirical evidence in diverse dynamics of demographics, geographic, motivational, psychological, and behavioural aspects. Research is of significance for policymakers, government, NGOs, Marketers, and businesses to enact their laws, policies, marketing strategies, and business practices respectively.
Keywords
Attitude, Personal Norm, Self- Determine Motivation, Local Government Support, Recycling Intention, TBP, NAM, SDT
Track
Contemporary Issues in Marketing
Session Number/Theme
Session 1D: Consumer Behaviour
Session Chair
Dr. Huma Amir, Institute of Business Administration, Karachi
Session Discussant
Dr. Asim Shabbir; Dr. Talha Salam; Dr. Nida Aslam
Start Date/Time
23-6-2022 11:40 AM
End Date/Time
23-6-2022 12:00 PM
Location
Boardroom 3, Marriott Hotel, Karachi
Recommended Citation
Sajid, S., & Rashid, R. M. (2022). Sustainable consumption: how normative, attitudinal and motivational determinants impact consumers’ recycling intention via moderating role of local government support. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2022/program/52
COinS
Sustainable consumption: how normative, attitudinal and motivational determinants impact consumers’ recycling intention via moderating role of local government support
Boardroom 3, Marriott Hotel, Karachi
Climate emergency has been one of the top pressing issues of present times. It has been evident that the reason behind prevalent climate devastation is the activities that are been done by human beings. To look deeper into this several studies have been conducted to examine the impact of human behaviour on one’s environment. Since late 1980, the domain of sustainable and green marketing has been examining several dynamics of pro-environmental behaviours. However, there is lack of awareness amongst consumers about the sustainable consumption over the entire product life cycle, specifically, in context of Pakistan. Following that, present study has incorporated normative, attitudinal, and motivational dispositions of human behaviour to predict the consumers’ recycling intention in Karachi, Pakistan. Theoretical underpinning of present study has been built on Theory of planned behaviour (TPB), along with additional potent constructs of Norm Activation Model (NAM) and Self-Determined Motivation (SDT). Google survey was used for data collection by sending 400 questionnaires, out of which 314 were collected back. Collected data was analysed by Smart PLS (SEM). Finding reveals significant impact of Personal Norm (PN), Attitude (ATD), and Self Determined Motivation (SDT) on Consumers’ Recycling Intention. However, Moderation Local Government Support (LGS) for city Karachi has shown insignificant impact on Consumers’ recycling Intention. In addition, present study is of utmost significance for future research work and presents some interesting insights which can be explored further with empirical evidence in diverse dynamics of demographics, geographic, motivational, psychological, and behavioural aspects. Research is of significance for policymakers, government, NGOs, Marketers, and businesses to enact their laws, policies, marketing strategies, and business practices respectively.
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