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Consumer motivations for sustainable consumption : The interaction of gain, normative and hedonic motivations on electric vehicle adoption

Rezvani, Zeinab; Jansson, Johan LU and Bengtsson, Maria (2018) In Business Strategy and the Environment
Abstract
Recent conceptual studies identify gain, normative and hedonic factors as three categories of motivations of consumer proenvironmental behavior. However, empirical understanding of how these motivations interact and affect proenvironmental behavior is limited. This study is based on a survey of car owners in Sweden (N = 573) and uses structural equation modeling to analyze the data. The empirical findings point to the importance of all three motivations (gain, normative and hedonic) in consumer electric vehicle adoption intentions. Furthermore, for consumers who perceive high social norms regarding sustainable consumption, the direct effect of hedonic motivations on behavioral intention is stronger, and the direct effect of gain... (More)
Recent conceptual studies identify gain, normative and hedonic factors as three categories of motivations of consumer proenvironmental behavior. However, empirical understanding of how these motivations interact and affect proenvironmental behavior is limited. This study is based on a survey of car owners in Sweden (N = 573) and uses structural equation modeling to analyze the data. The empirical findings point to the importance of all three motivations (gain, normative and hedonic) in consumer electric vehicle adoption intentions. Furthermore, for consumers who perceive high social norms regarding sustainable consumption, the direct effect of hedonic motivations on behavioral intention is stronger, and the direct effect of gain motivations is insignificant. The business strategy implications indicate that targeting consumers who perceive high social norms in relation to proenvironmental behavior and communicating the hedonic and normative aspects of proenvironmental behaviors to this group might be more effective than general mass communication. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
epub
subject
keywords
consumer behavior, gain, hedonic motivation, norm, sustainable consumption
in
Business Strategy and the Environment
pages
12 pages
publisher
John Wiley & Sons
ISSN
0964-4733
DOI
10.1002/bse.2074
language
English
LU publication?
yes
id
6dfb803f-ffea-4e77-a925-f9c80a4625d9
date added to LUP
2018-05-17 18:48:03
date last changed
2018-05-18 13:23:23
@article{6dfb803f-ffea-4e77-a925-f9c80a4625d9,
  abstract     = {Recent conceptual studies identify gain, normative and hedonic factors as three categories of motivations of consumer proenvironmental behavior. However, empirical understanding of how these motivations interact and affect proenvironmental behavior is limited. This study is based on a survey of car owners in Sweden (N = 573) and uses structural equation modeling to analyze the data. The empirical findings point to the importance of all three motivations (gain, normative and hedonic) in consumer electric vehicle adoption intentions. Furthermore, for consumers who perceive high social norms regarding sustainable consumption, the direct effect of hedonic motivations on behavioral intention is stronger, and the direct effect of gain motivations is insignificant. The business strategy implications indicate that targeting consumers who perceive high social norms in relation to proenvironmental behavior and communicating the hedonic and normative aspects of proenvironmental behaviors to this group might be more effective than general mass communication.},
  author       = {Rezvani, Zeinab and Jansson, Johan and Bengtsson, Maria},
  issn         = {0964-4733},
  keyword      = {consumer behavior,gain,hedonic motivation,norm,sustainable consumption},
  language     = {eng},
  pages        = {12},
  publisher    = {John Wiley & Sons},
  series       = {Business Strategy and the Environment},
  title        = {Consumer motivations for sustainable consumption : The interaction of gain, normative and hedonic motivations on electric vehicle adoption},
  url          = {http://dx.doi.org/10.1002/bse.2074},
  year         = {2018},
}