Original paper
Why and when do consumers perform green behaviors? An examination of regulatory focus and ethical ideology
Abstract
This research builds upon Hunt and Vitell's ethical decision-making model to examine consumers' engagement in green behaviors. Using survey data collected from Hong Kong and the United States and with structural equation modelling and bootstrap analyses, it shows that consumers' prevention focus and promotion focus positively affect their ethical idealism (βHK,US = 0.29, 0.19) and relativism (βHK,US = 0.15, 0.21), respectively. Furthermore,...
Paper Details
Title
Why and when do consumers perform green behaviors? An examination of regulatory focus and ethical ideology
Published Date
Jan 1, 2019
Journal
Volume
94
Pages
113 - 127
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Notes
History