Personal Moral Norms Research Articles

Transformational leadership and moral norms: green human resource management and behaviour

PurposeThis study introduces a theoretical model that integrates the conservation of resources (COR) and ability-motivation-opportunity (AMO) theories. This model is used to examine the relationship between green transformational leadership and green human resources management. Additionally, the study explores the influence of this relationship on employee green behaviour and the development of personal moral norms.Design/methodology/approachThe hypotheses developed in this study were tested through a quantitative approach, employing structural equation modelling via partial least squares (PLS-SEM) along with bootstrapping estimation techniques. For data analysis, the study utilized responses from a total of 475 participants.FindingsThe findings of this study indicate that the implementation of green transformational leadership has a positive impact on green human resources management. In turn, enhanced green human resources management positively influences employee green behaviour. The research further reveals that employee green behaviour not only contributes positively to the development of personal moral norms but also plays a crucial mediating role in the relationship between green human resources management and personal moral norms. Additionally, evidence supports the significant mediating effect of green human resources management in the relationship between green transformational leadership and employee green behaviour.Originality/valueThis study highlights the pivotal role of employee green behaviour as a foundational element in developing personal moral norms, marking a departure from prior research in the green transformational leadership field, which has predominantly focused on green human resources management. By implementing green transformational leadership strategies, organisations can not only enhance their competitive edge but also effectively attract highly skilled and qualified candidates, thereby making a significant contribution to the field.

Electric vehicle adoption in Indonesia: Lesson learned from developed and developing countries

This study investigates the factors influencing electric vehicle (EV) adoption in both developed and developing nations, with a particular focus on Indonesia's national strategy for EV promotion as mandated by Presidential Regulation Number 55/2019. Despite the Indonesian government's efforts, EV market penetration remains minimal, accounting for <1 % of total car sales as of 2021. This paper explores the critical factors driving EV adoption globally, revealing key differences between developed and developing countries. In developed nations, psychological factors such as personal moral norms and environmental awareness play a dominant role, while in developing countries, government policies and financial incentives are more influential. The socio-economic and cultural contexts in Indonesia present unique challenges, including lower consumer awareness, limited infrastructure, and economic disparities, which hinder widespread EV adoption. By integrating insights from global trends and the specific conditions in Indonesia, this study provides policy recommendations tailored to Indonesia's context, offering lessons for effective EV adoption strategies in similar developing nations.

Modelling Behavioural Factors Affecting Consumers’ Intention to Adopt Electric Aircraft: A Multi-Method Investigation

Electric aircraft are seen as a key option for reducing the environmental footprint of the aviation industry. This research aims to identify the factors that influence Turkish air travellers’ intentions to adopt electric aircraft by building upon the theory of planned behaviour (TPB). A structured online survey was developed to gather cross-sectional data from 217 air travellers using convenience sampling. The data were analysed through a multi-method approach, including structural equation modelling (SEM) for sufficiency analysis and necessary condition analysis (NCA) for necessity analysis. The findings reveal that attitudes, subjective norms, perceived behavioural control, personal moral norms, and green trust positively correlate with the intention to adopt electric aircraft, whereas perceived risk has a negative correlation. Moreover, the NCA indicates that attitudes, subjective norms, perceived behavioural control, personal moral norms, environmental knowledge, and green trust are necessary conditions for the intention to adopt electric aircraft, reinforcing these results. This study is the first empirical attempt to investigate the formation of the intention to adopt electric aircraft, built on both sufficiency and necessity logics.

Enhancing the Theory of Planned Behavior with Perceived Consumer Effectiveness and Environmental Concern towards Pro-Environmental Purchase Intentions for Eco-Friendly Apparel: A Review Article

The textile sector has become a significant source of pollution due to increasing carbon emissions, heightened greenhouse gas emissions, and growing landfill contributions. In response, the industry is turning towards sustainable fashion, which is gaining popularity as an eco-friendly practice. This study utilized the theory of planned behavior (TPB) alongside variables such as environmental concern, personal moral norms, and perceived consumer effectiveness to predict eco-friendly apparel purchasing intentions among educated Indian youth. The research applied variance-based partial least squares structural equation modeling (PLS-SEM) to assess the proposed model. Results revealed that perceived behavioral control significantly and positively impacts purchasing intentions, followed by personal moral norms, general attitude, and perceived consumer effectiveness. Environmental concern was shown to indirectly influence purchasing intentions via the primary TPB variables and personal moral norms. Additionally, multi-group analysis (MGA) was used to investigate the moderating effects of perceived consumer effectiveness on the attitude-intention relationship, finding that individuals with higher perceived effectiveness displayed a more consistent attitude-intention correlation compared to those with lower perceived effectiveness. This study offers valuable insights for professionals and policymakers, suggesting the development of tailored sustainable marketing strategies and policies to address local market conditions.

Exploring generation Z consumers’ purchase intention towards green products during the COVID-19 pandemic in China

China's Generation Z consumers are gradually developing an awareness of environmental issues and a willingness to purchase green products. Meanwhile, the COVID-19 pandemic has affected various traditional industries worldwide. This study aims to explore the factors that influence the purchase intention of green products among Chinese Generation Z consumers after the pandemic. This research utilizes the Theory of Planned Behaviour as a theoretical framework to discuss the effects of epistemic factors including attitude, subjective norms and perceived behavioural control as well as non-cognitive factors including anticipated positive emotion and personal moral norms on Generation Z consumers’ purchase intention of green products under the circumstance of COVID-19 pandemic. We collected primary data from 259 Chinese Generation Z consumers through an online questionnaire collection platform. This research shows that anticipated positive emotion is the most important affecting factor of Chinese Generation Z consumers’ green product purchase intention under the circumstance of COVID-19 pandemic, followed by perceived behavioural control, personal moral norm, attitude, and subjective norm, respectively.

Perception towards reducing natural gas consumption and imports in Europe: A theoretical and empirical investigation

The European energy system is undergoing a drastic change, focusing on reducing natural gas consumption and import. European households, which are responsible for 25 % of final energy consumption, mainly based on natural gas, could play a significant role in such a transition. Therefore, the study aims to understand the perception towards natural gas consumption reduction and imports. An online questionnaire was designed based on an extended version of the theory of planned behaviour, which 257 highly educated respondents filled out. The results delineated the respondents' positive perception of reducing natural gas consumption. Specific attributes (i.e., environmental concerns, national sustainable and efficient energy system, and national energy independence) and personal moral norms (i.e., moral responsibility) significantly impact the willingness and effort to reduce natural gas consumption. The lack of control is the largest perceived control behaviour in reducing the respondents' natural gas consumption compared to available knowledge and affordability. Finally, the respondents care significantly and want to know about natural gas import sources, and they are highly against natural gas imports from Russia, the United States, the Middle Eastern, and Arab countries. Based on the insights, the study provides detailed recommendations. The study provides concrete recommendations for policy-makers to include environmental, humanitarian and energy-independence concerns in their decision-making processes related to natural gas imports and consumption. It also emphasises informing and involving individual households in such decision-making processes.

Examining Green Transformation In Nepalese Human Resource Management Practices

Purpose: This study examines the variables influencing the implementation of environmentally friendly practices in organizations and to examinining the relationships between green transformational leadership, personal moral principles, green management of human resources, green commitment, with employee green behavior.&#x0D; Methodology: The study used a descriptive and causal research approach. The study used primary data with a questionnaire based on stratified random sampling techiniques, collected from a sample of 393 respondents consisting of employed personnel from both public and private sectors, encompassing banking and non-banking and college campuses. The study used Pearson’s correlation and regression analysis method to analyze data using the SPSS tool.&#x0D; Findings and Conclusion: The study reveals a signicant relationship of personal moral norms (0.800), green human resource management (0.749), green transformational leadership (.815), green commitment (.810) with employees green behaviour. These factors account for essential differences in employees’ involvement in environmentally conscious actions. The regression analysis determines the significant predictive capability of these parameters with green commitment being particularly prominent.&#x0D; Implications: These findings emphasize the solid empirical evidence of the study’s results, establishing a quantitative basis for the interrelatedness of personal beliefs, organizational practices, leadership styles, and employee participation in environmentally sustainable behaviors. The practical implications for organizations are enhanced by including quantitative evidence, highlighting the importance of dedication and strategic leadership in achieving long-lasting effects on a sustainable workplace. Further research in green behavior is essential, and the qualitative observation method is recommended for future researchers.

Ethically Motivated or Emotionally Charged? Examining Relationships Among Moral Norms, Anticipated Negative Emotions, and Laypeople’s Online Misinformation Correction Intentions

ABSTRACT The extant research on misinformation correction largely emphasizes institutional-approach-based fact-checking practices while underestimating laypeople’s potential to correct misinformation. By incorporating anticipated negative emotions into a norm-activation model and conducting an online survey in China, we scrutinized associations between awareness of misinformation consequences, personal moral norms, anticipated negative emotions, and laypeople’s intention to correct misinformation. The results underscored the distinct roles of personal moral norms and anticipated negative emotions. Moral norms, which were induced by ascription of responsibility, can further propel individuals’ intent to defy and authenticate misinformation, whereas the anticipated negative emotions of misinformation did not play any of such role. Our study revealed a prospective mechanism for engaging laypeople in combating misinformation, signifying the importance of enhancing laypeople’s sense of responsibility toward misinformation and the crucial mediating effects of moral norms on intentions to correct misinformation.

Green human resource management, personal moral norms and green employee creativity: evidence from Indian eco-tourist hotels and resorts

PurposeThe purpose of the study is twofold. First, it aims to analyse the impact of green human resource management (GHRM) on green employee creativity. Second, it further explores the mediating role of personal moral norms between GHRM and green employee creativity.Design/methodology/approachThrough multi-source and multi-level analysis, data was collected from 46 managers and 315 employees to investigate the role of personal moral norms in GHRM and green employee creativity. For data analysis, multi-level structural equation modelling was applied using Mplus software version 8.6.FindingsPositive and significant effects were observed between GHRM, personal moral norms and green employee creativity. However, personal moral norms partially mediated the relationship between GHRM and green employee creativity.Originality/valueThe study is first in itself to explore the interplay between the variables in a multi-level manner. The present study aims at addressing the urgent call by the United Nations regarding Sustainable Development Goals (SDGs) for three key SDGs, focussing on decent work and economic growth (SDG 8), boosting industry, innovation and infrastructure (SDG 9) and supporting climate action (SDG 12).

Sustainable Energy Consumption Insights: Understanding Electricity-saving Behaviour Drivers among Young Adults in Ho Chi Minh City

As Vietnam’s population continues to grow, there is a growing need for sustainable societal development. The energy-saving behaviour of every citizen plays a crucial role in achieving this sustainability. Therefore, it is necessary to raise awareness among young adults about energy conservation and environmental protection to promote sustainable social development in Vietnam. Hence, this study aims to examine the key factors influencing electricity-saving and habitual energy-saving behaviour. Data were collected from 431 young adults aged 18 to 30 years old in Ho Chi Minh City. The results indicate the significance of the model studied, with all hypotheses being accepted. The findings demonstrate that several factors, including subjective standards, perceived behavioural control, awareness of consequences, sense of responsibility, personal moral norms and cognition of electricity prices, influence electricity-saving behaviours and habitual energy-saving behaviour related to electricity usage. The findings suggest that young adults are increasingly recognising the importance of conserving electricity in modern life to protect the environment and promote sustainable social development in Vietnam. The management implication suggests that individuals in Ho Chi Minh City have demonstrated an awareness of energy conservation. However, responsible authorities should initiate programmes aimed at promoting electricity-saving practices. This includes the creation of media articles to raise awareness and enhance the understanding of electricity-saving measures, serving as reminders to increase awareness about conserving electricity among every individual. Furthermore, this study offers theoretical and practical implications for researchers and policymakers alike.

Cross-national differences in consumers’ willingness to pay (WTP) more for green hotels

This paper examines valuable main predictors of the so-called green consumption and drivers of consumers' capabilities to pay more for eco-green accommodation services across seven countries, utilizing a sample of 5270 consumers. SEM approach was utilised in assessing the significant of model's relations and research constructs. The main findings revealed that subjective norm, perceived consumer's effectiveness, personal moral norm, environmental concerns, extraversion, agreeableness, attitudes, and intentions are main motivations of customers' capable to pay more across countries. Moreover, results showed that the idiom term “one-size-fits-all” technique is inadequate for accounting diversity for different customers in different nations. A multigroup investigation highlighted considerably various results and associations, in what way subjective norm, perceived consumers effectiveness, environmental concerns, agreeableness, attitudes, and intentions influence purchasers of green hotels products to pay more across countries. The implications of the current research for practice have great values for hotels and rural accommodations in addition to other tourism businesses in action maximize different green policies and efforts to encourage enviro-green responsible purchasing decisions.

Young People and Nature: What Drives Underlying Behavioural Intentions towards Protected Areas Conservation?

This paper investigates university students’ motivations in nature park conservation, an area that has received limited research attention compared to other pro-environmental behaviours. By formulating a set of research hypotheses, an extended version of the Theory of Planned Behaviour is employed to examine the determinants of university students’ intentions to engage in nature park conservation. Structural equation modelling is conducted using survey data collected from university students in the Metropolitan City of Naples, Italy. The results show that attitudes, perceived behavioural control, and personal moral norms directly and positively influence university students’ intentions to undertake nature park preservation actions. Subjective norms indirectly influence behavioural intentions through attitudes, perceived behavioural control, and personal moral norms. Moreover, the findings reveal that university students with nature-oriented altruistic values exhibit a higher propensity for nature park conservation compared to their more egoistic peers. These findings have important implications for park management institutions, suggesting the need to increase awareness among young people about their potential role in preserving the environmental quality of nature parks. Collaboration between universities and nature park institutions is also crucial in providing young individuals with the necessary skills to participate in decision-making processes aligned with the principles of sustainable development.

Why do people turn down the heat? Applying behavioural theories to assess reductions in space heating and energy consumption in Europe

Reducing heating-related energy consumption is vital in Europe, where it accounts for a significant portion of domestic energy usage. We studied the factors that influence reduced heating-related consumption by using three theoretical frameworks: the Theory of Planned Behaviour, the Value Belief Norm theory, and the Prototype Willingness Model. Our sample consisted of 3098 people from 29 European countries. We conducted a confirmatory factor analysis to verify whether our observed variables measure our latent factors, followed by a structural equation model that incorporated these three behavioural models. We find that perceived behavioural control, subjective norms and attitudes (as part of the Theory of Planned Behaviour) are significant predictors of intent to reduce consumption. However, perceived behavioural control was not statistically significantly associated with behaviour. Environmental concern had a more significant influence on attitudes towards energy reduction than bill consciousness. Attitude was additionally significantly associated with fear of losing comfort and energy knowledge. Moreover, personal moral norms (as part of Value Belief Norm Theory) and willingness (as part of the Prototype Willingness Model) contributed to explaining the intent to reduce consumption, while willingness was also associated with behaviour.

Investigating COVID-19 Vaccine Uptake Intention Using an Integrated Model of Protection Motivation Theory and an Extended Version of the Theory of Planned Behavior

ABSTRACT As global governments continue to inoculate populations in the aftermath of the SARS-CoV-19 epidemic, health protection and related problems such as vaccination reluctance have sparked conflicting emotions and discourses. Stakeholder concerns about vaccination promotion have arisen in this context. Consequently, this research investigates vaccination uptake behavior using an integrated framework that includes protective motivation theory and an extended version of the theory of planned behavior. Except for perceived severity, empirical study results based on the structural equation modeling technique demonstrated a positive relationship between PMT factors (i.e. perceived vulnerability, reaction efficacy, self-efficacy, and cost response) and intention to vaccinate. TPB factors (attitude, perceived behavior control, subjective norm, personal moral norm, and descriptive norm) were also found to have a positive connection with intention. The model’s utility and suitability are indicated by the predictive and explanatory potency score (R2 = .415). Study implications for COVID-19 vaccine uptake promotion and ideas for future investigations are explored in light of our findings.

“What goes around comes around”: Activating sustainable consumption with curvilinear effects of karma determinants

The role of karma in sustainable consumption remains unknown. This study thus offers a karmic perspective of pro-environmental consumption, wherein consumers' personal (moral) norms regarding being more pro-environment are activated by three karma dimensions: duty orientation, indifference to rewards, and equanimity. Drawing on the norm activation model, a sample of 552 participants recruited in the five largest cities in Vietnam using the mall-intercept survey approach, and an emerging analysis technique – polynomial regression with response surface analysis, the findings show that three karma dimensions individually and jointly activate consumers' personal moral norms, which in turn stimulate consumers to consume in a more environmentally friendly manner. Moreover, the ascription of responsibility is significantly related to consumers’ pro-environmental intentions and behaviors, while awareness of consequences is only significantly correlated with intentions to behave in a pro-environmental manner. Theoretical and managerial implications are discussed in the context of sustainable consumption.

Understanding employees’ voluntary pro-environmental behavior in public organizations – an integrative theory approach

PurposeThis paper aims to investigate the impact of situational factors and internal psychological states on employees’ decisions to perform voluntary pro-environmental behavior. This study used a model combining the theory of planned behavior, norm activation model and comprehensive action determination model. This stud also explored the moderating role of habit (HAB) on the relationship between intention and actual voluntary pro-environmental behavior.Design/methodology/approachData were collected through three waves of time-lagged survey questionnaires from 519 employees of public organizations in Abu Dhabi, United Arab Emirates.FindingsEmployees’ perceptions of corporate social responsibility (CSR) had a significant impact on intention to perform voluntary pro-environmental behavior, as did all other variables except perceived behavioral control. HABs related to pro-environmental behavior enhanced the relationship between intention and actual behavior.Practical implicationsThe main factors influencing employees’ voluntary pro-environmental behavioral intentions were perceived CSR, personal moral norms, organizational citizenship behaviors toward the environment and attitude. Public organization planners, managers and practitioners can use these findings to improve their organization’s environmental performance, leveraging nonmandated actions.Social implicationsEmployees can achieve a better work–life balance in organizations with flexible CSR policies and which sponsor social activities to improve public well-being and individuals’ life quality. Positive sense-making of corporate social activity helps employees develop social interactions with stakeholders, increasing their involvement in society and decreasing work stress.Originality/valueThis study sheds light on the factors influencing employees’ voluntary pro-environmental behavior. To the best of the authors’ knowledge, this is the first study of its kind to combine these three models to explain the variables affecting intent to perform voluntary pro-environmental behavior in the workplace.

Investigating predictors of medical students' intentions to engagement in volunteering during the health crisis

PurposeThe purpose of the present paper is to investigate Algerian medical students' intention to participate in volunteer work during the coronavirus disease 2019 (COVID-19) pandemic.Design/methodology/approachThe authors adopted an extended theory of planned behavior (TPB) framework by integrating the constructs of personal moral norms and perceived risk of COVID-19 and followed a self-administered questionnaire survey to collect data among a convenience sample of medical students (n = 267) in five Algerian universities. The data obtained were analyzed through a hierarchical multiple regression process in which three models were considered.FindingsFindings of this study show that attitude toward volunteering, perceived behavior control (PBC), personal moral norm and subjective norm significantly and positively predicted medical students' intention to engage in volunteer work during the COVID-19 pandemic. However, students' perceived risk of COVID-19 significantly and negatively predicted students' intention to participate in volunteer activities. Moreover, the authors' analyses showed that the extended TPB model explained 75.1% of the variance of intention.Practical implicationsThe findings of this study have implications for understanding medical students' volunteer behavior during health crises. Some implications are provided for the crisis and emergency managers of hospitals and policymakers to attract and recruit enough medical students' volunteers for future waves of COVID-19 or other similar health crises.Originality/valueThis is the first paper from Algeria and one of the few from Africa that identifies predictors of intentions to participate in volunteer activities among medical students.

Anticipating Z-generation tourists' green hotel visit intention utilizing an extended theory of planned behavior.

Due to the effect COVID-19 epidemic, promoting green consumption is now a key marketing strategy in the hospitality and tourism industry. As it is vital green hotels predict their customers' visit intention, this study attempts to discover the factors affecting Taiwan's Z-generation tourists' green hotel visit intention using an extended theory of planned behavior [including personal moral norms (PMN) and environmental concern (EC)]. Data were gathered from 296 Z-generation tourists via an online survey, which was subsequently analyzed using partial least squares structural equation modeling. The results evidence that Z-generation tourists' attitude, subjective norms, (SN) and perceived behavioral control positively and significantly influence their green hotel visit intention, with attitude being the most significant factor. Moreover, the mediation model analysis indicates Z-generation tourists' attitude toward green hotels mediates the relationships between PMN, SN, EC, and visit intention. This study provides new insights into tourists' green hotel visit intention and emphasizes the importance of attitude in the formation of intention.

Bridging the knowledge gap between energy-saving intentions and behaviours of young people in residential buildings

The energy-efficient behaviour of occupants in residential buildings is critical to reducing the carbon emissions of buildings. However, it is not clear how to motivate occupants, especially the younger generation, who are considered to be more environmentally concerned than previous generations, to engage in energy-saving behaviour and increase their energy-saving intentions. This study integrates “Personal moral norms” (PMNs) into the theory of planned behaviour (TPB) and proposes a new theoretical framework aimed at understanding important internal factors that influence energy-saving behaviour and behavioural intentions in student dormitories. Using partial least squares structural equation modelling, this paper conducts an empirical analysis of 448 questionnaires collected in universities. The results showed that (1) attitudes, subjective norms, perceived behavioural control, and PMNs were significantly positively correlated with energy-saving intentions. (2) The results verify the validity of the extended TPB model. (3) Students’ energy-saving intentions have indirect mediating effects on attitudes, subjective norms, perceived behavioural control, PMNs, and energy-saving behaviours. (4) The effects of subjective norms and perceived behavioural control on energy-saving intentions were significantly different by gender. This study suggests directions for research on the energy-saving behaviour of the young generation.

Saving energy in the workplace: evidence from Cambodia

ABSTRACT Individuals need to adopt energy-saving behaviours to reduce energy consumption and carbon emissions. This study examines how energy-saving behaviour is determined at workplaces. A quantitative method was applied in this study. A research instrument was constructed to investigate (391 participants) the determinants of Cambodian public intentions and behaviours under the extended theory of planned behaviour (TPB). Personal moral norms are considered in the model when engaging in such pro-environmental activities. The data was analysed using PLS-SEM. The results show that energy-saving attitudes, subjective norms, perceived behaviour control, and personal moral norms significantly impact workplace energy-saving intentions. Also, results indicated that adding personal moral norms to the TPB model increases its explanatory power. Additionally, the findings contribute to the field of environmental psychology and environmental behaviour in an emerging region.