文章基本信息

标题：Presumption of Green Electronic Appliances Purchase Intention: The Mediating Role of Personal Moral Norms
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作者：Jianwen Zhang ; Jacob Cherian ; Yawar Abbas Sandhu 等
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2022
卷号：14
期号：8
页码：4572
DOI：10.3390/su14084572
语种：English
出版社：MDPI, Open Access Journal
摘要：This study focused on social and cognitive psychological factors that drive personal norms and consequent buying intentions towards green electric appliances. The study differentiates itself from other similar studies by examining the mediating role of consumer personal moral norms from the developing nation perspective. Following a cross-sectional study design, data were collected from 360 consumers in shopping malls using the purposive sampling technique and analyzed through partial least square structural equation modeling (PLS-SEM) analysis. It was found that personal moral norms are a significant positive predictor of consumer buying intentions. Moreover, injunctive norms, consideration of future consequences, and self-efficacy influenced directly and predicted personal consumer norms. We identified that these factors triggered the moral sentiments and individuals. Furthermore, these results support the mediating role of personal moral norms between injunctive social norms, consideration of future consequences, self-efficacy, and buying intentions, validating the concept that instigation of moral feeling among consumers supports the actualization of intentions to buy green electric products. This study’s results offer insights for green electric appliance researchers, marketers, and policymakers. Marketers can guide effective marketing strategies by focusing on moral, social, future consequences-oriented, and self-efficacy-related marketing communications.