Examining the relationship between pro-environmental consumption behaviour and hedonic and eudaimonic motivation

Area of Science:

• Consumer Psychology
• Environmental Studies
• Behavioral Economics

Background:

• Growing consumer interest in sustainable and environmentally friendly products.
• Need to understand the complex factors driving pro-environmental consumption.
• Existing theories like Theory of Reasoned Action and Planned Behavior provide a foundation.

Purpose of the Study:

• To identify key factors influencing environmentally friendly product adoption.
• To examine the roles of environmental knowledge, perceived behavioral control, environmental concern, and perceived consumer efficacy.
• To investigate the mediating effects of hedonic and eudaimonic perspectives and moderating effects of demographics.

Main Methods:

• Survey research with 479 participants.
• Application of the Theory of Planned Behavior.
• Structural Equation Modeling Artificial Neural Networks (SEM ANN) for data validation.

Main Results:

• Theory of Planned Behavior predictors significantly influence hedonic motivation, leading to satisfaction and repeat purchases.
• Eudaimonic motivations drive sustainable actions, even with limited environmental knowledge, reflecting deeper values.
• Generational differences (Gen Z, Millennials) and buyer types impact motivations for green product purchases.

Conclusions:

• Both hedonic and eudaimonic motivations are crucial for understanding green consumption.
• Marketers can leverage these insights to effectively position and brand environmentally friendly products.
• Tailoring strategies to specific consumer segments, like younger generations, can enhance market penetration.