Suh Munshik, Yoo Je Eun
Business Administration, Pusan National University, Busan 46241, Republic of Korea.
Global Business Administration, Kyungsung University, Busan 48434, Republic of Korea.
Behav Sci (Basel). 2024 Aug 12;14(8):702. doi: 10.3390/bs14080702.
The attitude-behavior gap in sustainable product purchasing persists despite prior attempts to address it, thus indicating a need for more research. This study examines contextual factors in sustainable consumption, particularly the sustainability trade-offs (STOs) faced by consumers during product purchases and the impact of conditional morality. We investigate STOs in terms of sustainability type and attribute type and indicate that moral regulation enhances the impact of sustainability trade-offs on purchase intention. Four experiments were conducted with 457 participants in South Korea, focusing on STOs in terms of sustainability type (social vs. environmental) and attribute type (utilitarian vs. hedonic). The findings indicate that attitudes towards sustainability have a positive influence on purchase intention, though sustainability- and attribute-type STOs do not significantly affect this relationship. However, the combination of STOs in environmental sustainability with utilitarian attributes does have a significant impact on the relationship between attitude and purchase intention. Furthermore, while moral regulation mediates this relationship, morality does not have an impact. This research highlights the moderating role of sustainability trade-offs in the relationship between attitudes towards sustainability and purchase intention, underscoring the importance of contextual factors in sustainable product purchasing. Firms can leverage sustainability trade-offs in their marketing strategies, incorporating product features and advertising messages.
尽管之前曾尝试解决可持续产品购买中的态度-行为差距问题，但该差距仍然存在，这表明需要进行更多研究。本研究考察了可持续消费中的情境因素，特别是消费者在产品购买过程中面临的可持续性权衡（STO）以及条件道德的影响。我们从可持续性类型和属性类型方面对STO进行了调查，并指出道德规范增强了可持续性权衡对购买意愿的影响。我们在韩国对457名参与者进行了四项实验，重点关注可持续性类型（社会型与环境型）和属性类型（功利型与享乐型）方面的STO。研究结果表明，对可持续性的态度对购买意愿有积极影响，尽管可持续性和属性类型的STO对这种关系没有显著影响。然而，环境可持续性方面的STO与功利属性的结合确实对态度与购买意愿之间的关系有显著影响。此外，虽然道德规范调节了这种关系，但道德本身并没有影响。本研究强调了可持续性权衡在对可持续性的态度与购买意愿之间关系中的调节作用，凸显了情境因素在可持续产品购买中的重要性。企业可以在其营销策略中利用可持续性权衡，融入产品特点和广告信息。
