The Relative Importance of Values, Social Norms, and Enjoyment-Based Motivation in Explaining Pro-Environmental Product Purchasing Behavior in Apparel Domain

Changing consumption behavior can offer co-benefits in reduction of environmental issues and encouraging improvements to environmentally friendly or sustainable production. We propose a novel value-social norm-enjoyment-based motivation (VSE) model and test the factors that influence individual pro-environmental apparel purchasing behavior. Data were obtained from 353 college students in Korea and analyzed by using SEM. Our results show that...