KOREASCHOLAR

INFLUENCE OF KNOWLEDGE AND SOCIAL EMBEDDEDNESS ON INTENTION TO PARTICIPATE IN SUSTAINABLE CONSUMPTION: AN EMPIRICAL STUDY ON VOLUNTARY CARBON OFFSETTING

Yohan Kim, Sunyoung Yun, Joosung Lee, Eunju Ko
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271010
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.901-919
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper investigates how promotions of knowledge and social embeddness shape consumers’ participation in sustainable consumption. An extended model of goal-directed behaviour is tested under airline consumers who have participated in voluntary carbon offset (VCO) program. Results show consumer’s knowledge positively influences their subjective norm but not their attitude towards participation of VCO. Increasing consumers’ sense of social embeddedness is also found to be crucial in forming subjective norm and their attitude. Finally, positive anticipated emotion influences consumers’ desire to participate in VCO, while negative anticipated emotion did not. The findings of this research reveal how interactive promotions influence individual’s internal processes for sustainable consumption, as well as highlight the need for different emotional elicitation strategies for different sustainability programs.

Author
  • Yohan Kim(KAIST)
  • Sunyoung Yun(KAIST)
  • Joosung Lee(KAIST)
  • Eunju Ko(Yonsei University)