논문 상세보기

SELF-DETERMINED MOTIVATION, MINDFULNESS, AND GREEN CONSUMPTION BEHAVIOR

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/422908
모든 회원에게 무료로 제공됩니다.
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

Green consumption behavior (GCB) is desirable for a better world. The trend of GCB is expected to rise in the coming years. As such, it is imperative to understand the enablers of GCB. A significant majority of the investigated drivers of GCB are consumer-level factors. Studies focusing on the consumer-level showed that factors such as values, intentions, and personal norms could influence GCB. However, it is argued that compared to values or intentions, self-determined motivation can better predict GCB. The effect of self-determined motivation types (i.e., autonomous and controlled motivation) on GCB remains unclear due to prevailing gaps and contradictory findings. Furthermore, it is posited that people exhibit more self-determined behavior if they have strong self-awareness. Higher self-awareness can be achieved through mindfulness; therefore, differences in mindfulness level could affect the motivation-behavior relationship.

저자
  • Shamim Ahmed Khan(Monash University Malaysia, Malaysia)
  • Soo Yeong Ewe(Monash University Malaysia, Malaysia)
  • Md. Yunus Ali(Monash University Malaysia, Malaysia)
  • Motoki Watabe(Sunway University, Malaysia)