The power of spirituality: exploring the effects of environmental values on ecosocially conscious consumer behaviour

Saleem, Muhammad Abid, Eagle, Lynne, Yaseen, Asif, and Low, David (2018) The power of spirituality: exploring the effects of environmental values on ecosocially conscious consumer behaviour. Asia Pacific Journal of Marketing and Logistics, 30 (4). pp. 867-888.

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Abstract

Purpose: In the wake of growing environmental issues, active public and corporate interventions are inevitable to reduce the negative impact of human activities on global environments. Building on the Norm Activation Model and Value-Belief-Norm Theory, the purpose of this paper is to report on research exploring consumers’ eco-socially conscious behaviours related to the choice and use of personal cars in a developing country, Pakistan.

Design/methodology/approach: To test a moderated-mediation model of environmental values, perceived consumer effectiveness (PCE), spirituality and eco-socially conscious consumer behaviours (ESCCBs), data were collected from 447 customers of three automobile manufacturing firms from eight different cities of Pakistan. The data collection was undertaken by using a self-administered questionnaire based on key themes in the literature.

Findings: Analysis of the data revealed that altruistic and egoistic values were negatively while biospheric values were positively associated with eco-ESCCB. PCE mediated all the relationships and spirituality moderated the mediated paths.

Originality/value: Although there are several models that explain purchase and use of personal cars in isolation or in conjunction with other general pro-environmental behaviours, an explanation of the eco-social aspects of purchase and use of personal cars in one theoretical model is rare to find. Second, among the many theoretical predictors and intervening factors explaining several pro-environmental behaviours, some culture-specific factors have been ignored – spirituality being one of them. This study contributes to the body of knowledge related to pro-environmental behaviours by conceptualising and testing the impact of spirituality in a moderated-mediation model.

Item ID: 56143
Item Type: Article (Research - C1)
ISSN: 1758-4248
Keywords: spirituality, perceived consumer effectiveness, altruistic values, biospheric values, egoistic values
Copyright Information: Copyright © Emerald Publishing Limited 2018.
Date Deposited: 09 Apr 2019 02:55
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology @ 50%
SEO Codes: 88 TRANSPORT > 8898 Environmentally Sustainable Transport > 889802 Management of Greenhouse Gas Emissions from Transport Activities @ 50%
88 TRANSPORT > 8898 Environmentally Sustainable Transport > 889801 Management of Gaseous Waste from Transport Activities (excl. Greenhouse Gases) @ 50%
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