Abstract
Environmental problems are escalating. Alternate fuel vehicles are a technologically viable solution to curb transport-related pollution and greenhouse gas emissions that cause environmental problems. Based on the theory of norms-driven behavior, this study explains how the underlying facets of subjective social norms (injunctive and descriptive) are linked with personal norms (integrated and introjected) and how this linkage leads to eco-socially conscious consumer behavior related to the choice and use of personal cars. Data were collected from 687 automobile customers from eight large cities in Pakistan. The partial least squares structural equation modeling approach was employed to test the hypothesized relationships of the study. The results showed that subjective norms are positively associated with personal norms, and both together lead to eco-socially conscious consumers’ behavior related to the choice and use of personal cars. Implications for marketers are suggested to promote alternate fuel vehicles and the eco-social use of personal cars.
Highlights
IntroductionEconomic activities and changes in consumption patterns are fueled by several industries, of which the personal transport sector is the most important as it provides access to health, education, and jobs [3,4]
The personal transportation sector produces the highest percentage of emissions of greenhouse gas emissions (GhGs), which causes an ominous deterioration of the natural environment
As descriptive and injunctive norms are subjective perceptions of individuals that important others are engaged in specific behaviors, or they expect individuals to engage in such behaviors, they have been termed subjective norms in the theory of planned behavior (TPB) [21]
Summary
Economic activities and changes in consumption patterns are fueled by several industries, of which the personal transport sector is the most important as it provides access to health, education, and jobs [3,4]. Descriptive norms refer to one’s perception of what others do (actual engagement of others in a particular behavior), while injunctive norms refer to one’s perception of what others expect one to do (what others believe is right for one to do) [20]. Injunctive norms are formed based on the belief that others expect or approve one’s engagement in a particular behavior ( the norms of “ought”) [18]. As descriptive and injunctive norms are subjective perceptions of individuals that important others are engaged in specific behaviors (descriptive norms), or they (important others) expect individuals to engage in such behaviors (injunctive norms), they have been termed subjective norms in the theory of planned behavior (TPB) [21]
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