Moral identity and engagement in sustainable consumption

This study aims to explore how moral identity is connected to sustainable consumption and investigate how status consumption might influence this relationship. While moral identity has been recognized as an influencer in shaping sustainable behavior, the exact relational dynamics and predictive power of its two scopes—internalization and symbolization—remain largely unclear. On the other hand, understanding how people, especially in developing countries, behave sustainably and cut back on unsustainable consumption, is under studied despite its crucial importance for the future of their economies. Using self-concept theory as the theoretical framework, this paper’s goal is to investigate how collectivist mindset as an actual-self affect moral identity internalization and symbolization and how moral identity impacts sustainable consumption curtailment and buying behaviors of Turkish consumers. Additionally, this investigation looked at the moderating effect of status consumption on the moral identity-sustainable consumption relationship. The findings indicate that collectivist mindset influences moral identity dimensions and these dimensions significantly affect sustainable consumption buying and curtailment behaviors. Furthermore, the findings also imply that status consumption weakens the relationship among moral identity and sustainable consumption dimensions except the connection between moral identity symbolization and sustainable consumption buying behavior.

Purpose The study aims to identify the effects of consumer moral identity and consumer engagement with sustainable consumption on sustainable consumer behaviour at home and in the workplace. Design/methodology/approach Survey data were collected in two European countries, i.e. Lithuania and the United Kingdom (total sample 586) and analysed using PLS-SEM to test hypotheses pertaining to the key variables, including moral identity, engagement with sustainable consumption, sustainable consumption behaviour at home and sustainable consumption behaviour in the workplace. Findings Revealed that moral identity was a predictor of sustainable consumption behaviour at home but had no direct effect on sustainable consumption behaviour at the workplace. Similarly, engagement with sustainable consumption has been demonstrated to have a direct positive impact on sustainable consumption behaviour at home, but no significant effect on sustainable behaviour at work was confirmed. A strong moral identity fosters higher consumer engagement with sustainable consumption. The findings revealed the positive impact of sustainable behaviour at home on equivalent behaviour at work, reminding of the importance of the so-called “spill-over” effect. Originality/value An element of novelty in this study lies in the differentiation of behavioural practices at home and in the workplace, demonstrating that a spill-over effect can occur with a “home-work” path. By highlighting the importance of consumer moral identity and consumer engagement in predicting sustainable consumption behaviour in both domestic and professional settings, our study contributes to the advancement of knowledge in the fields of sustainable marketing and consumer behaviour.

Purpose Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through consumer-initiated online brand communities (OBCs) and brand-initiated digital content marketing (DCM) communications. Self-brand connections are examined as an important antecedent to the cognitive, affective, behavioural and social dimensions of consumer engagement and the subsequent impact of engagement on loyalty is explored across these two channels. Design/methodology/approach A survey approach was used with two consumer samples for one focal retail brand, namely, a consumer-initiated OBC (Facebook) and email subscribers of the retail brand’s DCM communications. A multi-group analysis of structural invariance procedure was used to comparatively examine the formation of engagement for consumers within the OBC and DCM channels. Findings This study demonstrates the different ways in which engagement forms across different digital communication channels. Self-brand connection (SBC) was found to strongly drive behavioural, cognitive, affective and social engagement. The cognitive, affective and behavioural engagement was found to mediate the self-brand connection and consumer loyalty relationship. Overall, this relationship was most strongly and significantly mediated by affective and cognitive engagement within the OBC channel when compared to the DCM channel. Research limitations/implications The findings of this study should be interpreted with several limitations in mind. First, the research was conducted within the confines of one OBC, within one social networking site platform characterised by self-selected membership based on a passion and immersion with the brand. This means that consumers within the OBC were highly connected to one another and the retail brand and highly socialised in-group norms and mores. This type and intensity of connection may not be the case for all forms of OBCs. Second, this study was limited to one retail brand, from one brand category. Future research should examine OBCs across a range of utilitarian and hedonic brands to comprehensively contextualise the dimensions of engagement. Third, the data for this study was cross-sectional. The use of netnographic analysis and qualitative interviews across a range of OBCs would support the triangulation of the findings of this research, especially with regard to the narrative that consumers’ express when discussing how their SBC manifests through the dimensions of engagement. Fourth, this study explored a single antecedent of engagement, namely, self-brand connections. Future research may consider how SBC operates in conjunction with other complementary factors to enhance consumers’ affective, cognitive, social and behavioural engagement such as brand awareness, satisfaction and participation/interactivity. In addition, future research could examine an expanded array of engagement outcomes such as purchase intention, the share of wallet and reputation. Finally, future research should examine the operationalisation and validation of the dimensions of engagement using multiple competing scales to assess the suitability of these engagement scales across multiple brand categories and contexts. Practical implications Given the increasing investment in branding within social media and the fragmentation of brand communications across multiple communications platforms, the management of effective brand communications remains a significant challenge. This study found that the relationship between self-brand connections, affective, social, behavioural and cognitive engagement and loyalty was context-specific and moderated by a digital communication channel (OBC vs DCM email marketing), thus providing insights as to the effectiveness of OBCs and DCMs as two tools for enhancing consumer loyalty. Originality/value This study makes a novel contribution to the engagement literature by examining the antecedent role of self-brand connections in predicting consumers’ engagement; the moderating role of digital communication platforms (OBC vs DCM) on the formation of cognitive, affective, behavioural and social engagement; and the mediating effect of these dimensions on loyalty.

PurposeThis study extends the literature on the effectiveness of e-learning by investigating the role of student engagement on perceived learning effectiveness (PLE) in the context of Indian higher education. Further, the impact of personal factors (Internet self-efficacy (ISE)) and environmental factors (information, system and service quality parameters) on various dimensions of student engagement (behavioral, emotional and cognitive) is studied through the lens of social cognitive theory (SCT).Design/methodology/approachAn online management information systems (MIS) course is delivered to a batch of 412 postgraduate students. An online survey was conducted to measure the factors affecting their PLE. In addition to the survey, a summative assessment is conducted to evaluate the students in terms of their marks to assess their achievements (actual learning). Covariance-based structural equation modeling (CB-SEM) is used to validate the developed research model.FindingsIt is discovered that the IS (information system) quality parameters (environmental factors) positively impact PLE. The ISE affects the PLE through the mediating effect of all the dimensions of student engagement. Furthermore, there exists a positive relationship between PLE and student marks.Originality/valueThis study develops a research model using personal and environmental factors to understand PLE through the lens of SCT and then empirically validates it. The psychological process from the students' ISE to the PLE is explained through the mediating effects of various dimensions of engagement. Further, it is found that the PLE is positively related to student marks.

Our manuscript aims to advance our understanding of employee engagement in sustainable consumption through collaborative learning. Learning is one of the keys to sustain competitive advantage and to keep business fresh and relevant in a constantly evolving global business environment. Consequently, collaborative learning is a crucial skill that companies expect their prospective employees to demonstrate at work. In our study, we hold that collaborative learning will increase employee proactiveness to engage in sustainable consumption when moral identity is present. Moral identity refers to a moral state that is internal and projected to others and therefore consists of two dimensions: internalization and symbolisation. Moral identity along with collaborative learning and employee proactiveness to engage in sustainable consumption at a workplace leading to societal benefits (i.e., economic, social and psychological) in the housing, mobility and food consumption domain has not received much attention in academia. We theoretically investigate this phenomenon in the context of massively-multiplayer online video games and offer a conceptual model. In our study, we conceptually put forward propositions linking moral identity, engagement in sustainable consumption and societal benefits along with antecedents of collaborative learning: achievement, social presence, immersion and video game frequency. Based on our conceptual model, we provide implications for public policy makers and practitioners. DOI: http://dx.doi.org/10.5755/j01.ee.30.1.17385


 
 
 
 In order to raise public awareness of sustainability, companies need to take an important step towards sustainable consumption. A positive corporate image can help consumers to change their consumption habits and promote sustainable consumption. Corporate social responsibility becomes important in the context of corporate image, showing how companies themselves contribute to solving social, economic and environmental problems. Corporate image – what consumers think of a company – can influence consumer engagement in sustainable consumption. The objective is to determine the impact of corporate image on consumer engagement in sustainable consumption. The results showed that a positive corporate image can lead to consumer satisfaction and long-term customer retention, i.e. loyalty, indicating a positive consumer engagement with sustainable consumption. Consumer engagement in sustainable consumption is not only determined by a positive corporate image together with CSR, but also by the external and internal environment of consumers
 
 
 

Companies which offer innovative solutions to aid the achievement of sustainable consumption behavior of individuals in home environment gain a competitive advantage. The study aims to uncover the relationship between the engagement in sustainable consumption and sustainable consumption behavior of individuals at home and in the workplace environments enabling companies to provide innovative solutions to advance sustainability management. This research holds that sustainable consumption behavior is a process and the focus of this study is use behavior. An online survey was employed to collect data from 407 respondents in the United Kingdom. Consumers working in both private and public sectors were surveyed. Data analysis suggests that one dimension of engagement in sustainable consumption, namely, Enthusiasm and Attention, mostly influences sustainable consumption behavior at home and in the workplace. Further, females feature higher sustainable consumption behavior at home and in the workplace most of the time in comparison to males. Also, there are age differences apropos sustainable consumption behavior at home and in the workplace. Social Learning Theory and Collaborative Consumption Theory are used to raise hypotheses and explain findings. The findings lead to practical implications for companies regarding engagement and sustainable consumption behavior in both environments in terms of incentives, green product and service innovation that may be offered to individuals to enhance sustainability.

Although much research has been devoted to the study of the impact of celebrity endorsements on the effectiveness of advertising in the literature on consumer behavior, few scholars pay attention to applying this concept to explain consumer behavior in the tourism field. This research tested celebrities’ expertise, trustworthiness, and attractiveness as the antecedents of consumer trust and engagement in the tourism and hospitality context. Specifically, through the analysis of 406 valid responses collected by online questionnaire, this study makes the following conclusions. First, it provides a new perspective on the influence of celebrity effects by focusing on the live-streaming behavior of CEOs on China’s largest online travel agency (OTA) platform. Secondly, it confirms that the three dimensions of the celebrity effect (expertise, trustworthiness, and attractiveness) positively affect the three dimensions of consumer trust (ability, benevolence, and integrity). At the same time, consumer trust can also predict the three dimensions of consumer engagement (cognitive processing, affection, and activation). In addition, the three dimensions of consumer trust also play a positive mediating role between the relationship of celebrity effects and consumer engagement. That is, the celebrity effects have a positive and indirect influence on consumer engagement. Therefore, by suggesting that celebrity endorsements can create consumer trust and engagement in the OTA platform, this research expands the research framework of celebrity endorsement credibility theory.

Recent investigators have illuminated the crucial role of positive psychology in learning English as a Foreign Language (EFL). However, little is known about academic buoyancy as a potential mediator in the relationship between foreign language anxiety and learners' academic engagement in English learning. To address this gap, we adopted a quantitative approach to explore these links. We surveyed 970 Chinese high school EFL students to measure their English learning anxiety, academic buoyancy, and learning engagement. Of the four dimensions of engagement - behavioral, emotional, cognitive, and agentic engagement - we discarded the emotional and cognitive dimensions of academic engagement in factor analyses. Structural equation modelling indicated that English learning anxiety directly predicted behavioral but not agentic engagement, and academic buoyancy partially mediated between English learning anxiety and behavioral engagement and completely mediated between English learning anxiety and agentic engagement. These results provide insights for EFL teachers seeking to enhance students' language learning experiences.

The purpose of this study is to identify sustainable consumption patterns of Lithuanian consumers based on their sustainable consumption behaviour in two settings: at home and at work. The study also attempts to describe the segments and highlight their differences in terms of consumer engagement into sustainable consumption, which in the present study reflects the psychological state of consumers, determining their actual behaviour. The study sample consisted of 498 Lithuanian consumers. A two-step cluster analysis was performed on sustainable consumption behaviour scores at three consumption phases: acquisition, use, and disposal at home and at work. The differences among the clusters were examined according to five dimensions of consumer engagement, namely, enthusiasm, attention, interaction, absorption, and identification. Cluster analysis identified two clusters based on consumer behaviour at home “convenience-based sustainability” and “true followers” as well as two clusters based on consumer behaviour at work “environment-independent sustainability” and “followers of basic principles”. Clusters in each life domain differed significantly in terms of consumer engagement into sustainable consumption. Segments with high level of sustainable consumption behaviour at home and at work were more highly engaged into sustainable consumption as well.

Research suggests that the Internet could be considered an arena for both virtuous and vicious behaviors, with observations of enhanced perspective-taking and honest self-reflections occurring alongside evidence of cyberbullying and deceptive communications. In the current study, we explore the role of three widely recognized sources of moral behavior-moral identity, moral disengagement, and authoritative parenting-in predicting adolescents' online empathy and online authenticity. In total, 788 UK adolescents aged 11-18 years (66% male) completed measures of these key constructs. Structural equation modeling results suggest that parental responsiveness and autonomy granting are positively related to adolescents' moral identity. In turn, moral identity was positively related to both online empathy and online authenticity. Having a stronger moral identity also meant that adolescents were less likely to morally disengage, and moral disengagement was negatively related to online authenticity in adolescent females. Partial invariance across gender and age was observed. The findings indicate that moral identity encourages moral thoughts, feelings, and actions in the online environment, including being authentic and empathic. As the formation and accessibility of one's moral identity can be promoted, we discuss the implications of these findings for cultivating prosocial behavior in the online environment as well as future research avenues.

Purpose This paper aims to highlight the pivotal role of augmented reality (AR), a disruptive new-age technology, in fostering sustainability initiatives of multinational corporation (MNC) brands. Drawing on the transformative marketing framework and stakeholder theory, the authors propose a transformative global sustainability marketing framework. This framework facilitates the understanding of observed differences in consumers’ perceptions of sustainability marketing initiatives across diverse markets and their impact on consumer engagement, sustainable consumption and well-being. Design/methodology/approach The authors tested the model using survey data collected from the UK, a country known for its high environmental performance index (EPI) ranking, and South Africa, a nation grappling with environmental challenges and a low EPI score. The study used structural equation modeling and multigroup analysis to test the proposed relationships. Findings Sustainability marketing initiatives furnished through AR significantly influence consumers’ engagement with the firm’s app. This engagement, in turn, impacts their intention for sustainable consumption, ultimately enhancing consumers’ psychological and social well-being. The multigroup analysis reveals that EPI moderates the relationship between sustainability marketing initiatives (economic development, environmental protection and ethical considerations) and consumer engagement. The positive link between consumer engagement and sustainable consumption intention is significant but weaker for consumers in the UK (high EPI) than for consumers in South Africa (low EPI). Research limitations/implications This research extends the transformative marketing framework by illustrating how AR technology can be integrated into sustainability initiatives and provides a holistic perspective that encompasses critical dimensions of sustainability marketing. Practical implications The study highlights AR’s significant potential as a tool for sustainability marketing, capable of bridging the gap between MNCs’ sustainability efforts and consumer engagement. By understanding and harnessing the power of AR, transformative MNCs can not only communicate their commitment to sustainability more effectively but also motivate consumers toward sustainable behaviors, contributing to the overall well-being of society. Originality/value This paper offers a novel theoretical framework to understand how sustainability marketing initiatives furnished through AR can lead to well-being.

Social media have progressed drastically in building successful consumer engagement both in brand building and sustainable consumption. This paper is a review of the articles concerning the influence of social media marketing on consumer engagement in sustainable consumption practices published over the last 8 years. We follow the PRISMA technique as a methodological approach. The review investigates 70 empirical research articles published between 2014 and 2022. A total of 70% of the reviewed articles were published during the last two years. The most influential theories in this field of study are relationship marketing and consumer engagement (16 articles), social exchange (10), and sustainable consumption (8). The most commonly used methods are quantitative (in as many as 61 of the 70 reviewed articles). A careful analysis of the reviewed articles suggests that the tools that are consistently contributing to sustainable consumption are influencer marketing along with creating meaningful content with the right balance of content design, quality, and creativity, as well as the use of emojis. Consumer involvement with a brand relationship quality is key to a sustainable lifestyle. Young individuals with an entrepreneurial vision and a high drive for increased social status demonstrate the highest social media engagement in sustainable consumption.

To or not to adopt P2P accommodation: The traveler’s ethical decision-making

This study examined whether the impact of consumers' self-construal on purchase intention toward cause-related marketing (CRM) goods was indirectly affected by empathy and moral identity. A total of 524 valid samples were collected, after which the moderated mediation hypotheses were tested using Process software. The research data were segmented into three score groups to compare the differences between the high score and low score groups. The empirical results revealed the following findings. 1) Moral identity internalization and symbolization resulted in positive moderation effects on the direct impact of interdependent self-construal on purchase intention toward CRM products. However, under the mediating effect of empathy, the "low/low" and "high/high" groups from moral identity internalization and symbolization each produced positive and negative moderation effects. 2) Regarding the direct impact of moral identity internalization and symbolization on independent self-construal toward purchase intention toward CRM products, the "low/low" and "low/high" groups from internalization and symbolization produced positive moderation effects. However, under the mediating effect of empathy, only the "low/low" groups from internalization and symbolization produced significant positive mediating effects. Within the consumers' self-construal and its impact on purchase intention toward CRM products, the mediation role of empathy and moderated mediation role of the two moral identity dimensions in the influence relationship were constructed. In terms of practical aspects, companies are recommended to conduct market segmentation based on consumers' moral identities and develop distinct marketing strategies accordingly. Future studies are recommended to explore the factors behind the impact of these two groups from moral identity on purchase intention toward CRM products.