Faculty of Economics, Università degli Studi Internazionali di Roma, Rome, Italy.
Department of Living Conditions, Luxembourg Institute of Socio-Economic Research, Esch-sur-Alzette, Luxembourg.
Sci Rep. 2024 Oct 14;14(1):23968. doi: 10.1038/s41598-024-74234-6.
Previous research investigated the impact of psychosocial predictors (e.g. attitude, social and moral norm, perceived behavioral control, intention) on sustainable clothing purchasing. To date, no studies considered whether proenvironmental self-identity moderates the effects of these predictors on behavior. In this study, we adopted an intrapersonal approach and a longitudinal design to assess the moderating role of proenvironmental self-identity in predicting intentions and behaviors, considering gender differences. 250 participants completed an initial questionnaire on the predictors of three sustainable clothing purchasing. A month later, they filled out a second questionnaire to self-assess these behaviors. The results showed that social and internalized norms (moral norms) were notably influential of participants' intentions. Affective attitude influenced behavior positively, while cognitive attitude had a negative influence. When considering the moderating role of proenvironmental self-identity, significant gender differences emerged. Women with a weak proenvironmental self-identity expressed a higher intention to purchase sustainable clothing when they had high affective attitudes and descriptive norm but low cognitive attitudes. Women with a strong proenvironmental self-identity intended to purchase sustainable clothing when they had high moral norms and cognitive attitudes but low descriptive norm. Man with a weak proenvironmental self-identity and high positive affective attitude increased their future SCP.
先前的研究调查了心理社会预测因素（例如态度、社会和道德规范、感知行为控制、意图）对可持续服装购买的影响。迄今为止，尚无研究考虑到亲环境自我认同是否会调节这些预测因素对行为的影响。在这项研究中，我们采用了一种内在的方法和纵向设计，考虑到性别差异，评估了亲环境自我认同在预测意图和行为方面的调节作用。250 名参与者完成了关于三种可持续服装购买的预测因素的初始问卷。一个月后，他们填写了第二份问卷来自我评估这些行为。结果表明，社会规范和内化规范（道德规范）对参与者的意图有显著影响。情感态度对行为有积极影响，而认知态度则有负面影响。在考虑亲环境自我认同的调节作用时，出现了显著的性别差异。亲环境自我认同较弱的女性在具有高情感态度和描述性规范但低认知态度时，表示购买可持续服装的意图更高。亲环境自我认同较强的女性在具有高道德规范和认知态度但低描述性规范时，表示购买可持续服装的意图更高。亲环境自我认同较弱且积极情感态度较高的男性增加了他们未来 SCP 的购买意向。
