Examining moral identity and engagement with sustainable consumption at home and in the workplace

IF 3.8 Q2 BUSINESS
Laura Salciuviene, Aistė Dovalienė, Žaneta Gravelines, Mantas Vilkas, Caroline Oates, Jūratė Banytė
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引用次数: 0

Abstract

Purpose

The study aims to identify the effects of consumer moral identity and consumer engagement with sustainable consumption on sustainable consumer behaviour at home and in the workplace.

Design/methodology/approach

Survey data were collected in two European countries, i.e. Lithuania and the United Kingdom (total sample 586) and analysed using PLS-SEM to test hypotheses pertaining to the key variables, including moral identity, engagement with sustainable consumption, sustainable consumption behaviour at home and sustainable consumption behaviour in the workplace.

Findings

Revealed that moral identity was a predictor of sustainable consumption behaviour at home but had no direct effect on sustainable consumption behaviour at the workplace. Similarly, engagement with sustainable consumption has been demonstrated to have a direct positive impact on sustainable consumption behaviour at home, but no significant effect on sustainable behaviour at work was confirmed. A strong moral identity fosters higher consumer engagement with sustainable consumption. The findings revealed the positive impact of sustainable behaviour at home on equivalent behaviour at work, reminding of the importance of the so-called “spill-over” effect.

Originality/value

An element of novelty in this study lies in the differentiation of behavioural practices at home and in the workplace, demonstrating that a spill-over effect can occur with a “home-work” path. By highlighting the importance of consumer moral identity and consumer engagement in predicting sustainable consumption behaviour in both domestic and professional settings, our study contributes to the advancement of knowledge in the fields of sustainable marketing and consumer behaviour.

在家庭和工作场所考察道德认同和参与可持续消费的情况
目的 本研究旨在确定消费者道德认同和消费者参与可持续消费对家庭和工作场所可持续消费行为的影响。在立陶宛和英国这两个欧洲国家收集了调查数据(样本总数为 586 个),并使用 PLS-SEM 进行分析,以检验与道德认同、参与可持续消费、在家中的可持续消费行为和在工作场所的可持续消费行为等关键变量相关的假设。同样,参与可持续消费被证明对家庭中的可持续消费行为有直接的积极影响,但对工作场所中的可持续消费行为没有显著影响。强烈的道德认同感会提高消费者对可持续消费的参与度。研究结果表明,家庭中的可持续消费行为对工作中的可持续消费行为有积极影响,这提醒了所谓的 "溢出 "效应的重要性。 原创性/价值 本研究的新颖之处在于区分了家庭和工作场所的行为实践,证明了 "家庭-工作 "路径会产生溢出效应。通过强调消费者道德认同和消费者参与在预测家庭和职业环境中的可持续消费行为方面的重要性,我们的研究为可持续营销和消费者行为领域的知识进步做出了贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
9.80
自引率
19.20%
发文量
61
期刊介绍: The EuroMed Journal of Business (EMJB) is the premier publication facilitating dialogue among researchers from Europe and the Mediterranean. It plays a vital role in generating and disseminating knowledge about various business environments and trends in this region. By offering an up-to-date overview of emerging business practices in specific countries, EMJB serves as a valuable resource for its readers. As the official journal of the EuroMed Academy of Business, EMJB is committed to reflecting the economic growth seen in the European-Mediterranean region. It aims to be a focused and targeted business journal, highlighting environmental opportunities, threats, and marketplace developments in the area. Through its efforts, EMJB promotes collaboration and open dialogue among diverse research cultures and practices. EMJB serves as a platform for debating and disseminating research findings, new research areas and techniques, conceptual developments, and practical applications across various business segments. It seeks to provide a forum for discussing new ideas in business, including theory, practice, and the issues that arise within the field.
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