Azman Hashim Internal Business School (AHIBS), Universiti Teknologi Malaysia, Kuala Lumpur 54100, Malaysia.
Faculty of Entrepreneurship and Business, University Malaysia Kelantan, Pengkalan Chepa 16100, Malaysia.
Int J Environ Res Public Health. 2020 Jul 21;17(14):5258. doi: 10.3390/ijerph17145258.
This study attempts to investigate the moderating effect of gender on value-belief-norm relationships. In addition, this study aims to investigate the factors that affect green purchase behavior of cosmetics products. Particularly, this study investigates the causal relationships between values and pro-environmental beliefs, pro-environmental beliefs and personal norms and personal norms and green purchase behavior. An online survey was carried out which yielded 240 usable responses among which 79 responses were obtained from males and 161 from females. Data were analyzed using structural equation modeling, partial least square (PLS-SEM) approach and multi-group analysis (MGA) technique. Results revealed that all direct relationships were supported by the data. It was also found that gender moderates the relationships between altruistic values and pro-environmental beliefs, pro-environmental beliefs and personal norms and personal norms and green purchase behavior. Nevertheless, gender did not moderate the link between hedonic value and pro-environmental beliefs. This study contributes to the existing literature by considering gender as a moderator, which is comparatively new in the green purchase behavior literature. In addition, this study examines few new linkages: more specifically, incorporating hedonic value in value-belief link and adapting value-belief-norm (VBN) theory in measuring consumers' green purchase behavior.
本研究试图探讨性别在价值信念规范关系中的调节作用。此外，本研究旨在探讨影响化妆品绿色购买行为的因素。具体而言，本研究调查了价值观与环保信念、环保信念与个人规范以及个人规范与绿色购买行为之间的因果关系。进行了一项在线调查，共获得 240 份有效回复，其中 79 份来自男性，161 份来自女性。使用结构方程建模、偏最小二乘法（PLS-SEM）方法和多组分析（MGA）技术对数据进行了分析。结果表明，所有直接关系都得到了数据的支持。还发现，性别调节了利他主义价值观与环保信念、环保信念与个人规范以及个人规范与绿色购买行为之间的关系。然而，性别并没有调节享乐价值观与环保信念之间的联系。本研究通过将性别视为调节因素，为现有文献做出了贡献，这在绿色购买行为文献中是相对较新的。此外，本研究还检验了一些新的关联：更具体地说，将享乐价值观纳入价值信念关系，并采用价值信念规范（VBN）理论来衡量消费者的绿色购买行为。
