Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes
Document Type
Article
Publication Date
2023
Department/School
Marketing
Publication Title
Journal of Retailing and Consumer Services
Abstract
Several models have previously been proposed, suggesting factors influencing customers’ citizenship behaviours against the background of the need to care for the environment. The current research sets out to contribute to the conversation by providing an integrated understanding of the extent to which the social factor, subjective norm and the personal factors internal values and attitudes, framed by VABH, may influence green customer citizenship behaviours. A sample of 444 green customers provided insight into these phenomena. The findings indicate that internal values influence green attitudes, which motivate green customer citizenship behaviours. Subjective norm influences both green attitudes and green customer citizenship behaviours and contributed to the largest portion of the variance in green customer citizenship behaviours. Ultimately, the findings present a novel solution for promoting actual green customer citizenship behaviours, through the VABH and additionally advance understanding of the important role other customers perform in influencing green customer citizenship behaviours.
Link to Published Version
Recommended Citation
Van Tonder, E., Fullerton, S., De Beer, L. T., & Saunders, S. G. (2023). Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes. Journal of Retailing and Consumer Services, 71, 103190. https://doi.org/10.1016/j.jretconser.2022.103190