Document Type
Conference Proceeding
Publication Date
2022
Abstract
Environmental conservation is a global concern. Consumers may contribute by persuading their reluctant peers to support green purchasing, but these influencers need to persevere when their advice is not followed. This study provides more insight into the cognitive, affective, and behavioral factors influencing further green helping behavior intentions. Survey data were collected from 452 green product supporters who previously advised someone about green purchasing behavior. Six hypotheses were tested using structural equation modeling and bootstrapping. Affective commitment toward fellow customers and green helping behavior in general influences further green helping behavior intentions. Subjective norm and perceived behavioral control only have an indirect influencing effect through green helping behaviors in general. Businesses should focus on customers engaging in green helping behavior in general, as they are likely to persevere when “the going gets tough” with other customers. Overall, the study advances knowledge on the Theory of Planned Behavior’s application in a green helping behavior context.
Recommended Citation
Tonder, Estelle van; Mkhondo, Boitshepo Cl; Bisschoff, Christo; and Fullerton, Sam, "When the Going Gets Tough: Motivations of Customer Helpers’ Further Green Helping Behavior Intentions" (2022). Association of Marketing Theory and Practice Proceedings 2022. 65.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/65
