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.

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

Comments

  • Sana Sajid is PhD Scholar at Bahria University, Karachi Campus
  • Dr. Rao Muhammad Rashid is Senior Assistant Professor at Bahria University, Karachi Campus

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Jun 23rd, 11:40 AM Jun 23rd, 12:00 PM

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.