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首页> 外文期刊>International Journal of Business Innovation Research >Psychological interventions in promoting sustainable consumption behaviour: an empirical study
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Psychological interventions in promoting sustainable consumption behaviour: an empirical study

机译：促进可持续消费行为的心理干预：一项实证研究

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摘要

This study aims to understand the role of psychological attributes like attitude and norm in promoting sustainable consumption behaviour. An analysis has been done to investigate source of influences and marketing initiatives that can help to establish sustainable consumption behaviour. CFA was used to evaluate the measurement model and its validity and reliability; MANOVA was used to test differences in psychological factors between green product purchasers and non-purchasers; and multiple regression analysis was used to predict the relationships between psychological attributes and recycling intention. Results show a positive outlook by customers towards green products and they would appreciate if companies start sharing information about sustainable initiatives started by them in terms of environmentally friendly product design and processes. Psychological attributes like attitude and norms exhibited relationship with sustainable behaviour. This study would provide useful insights to marketers in designing and communicating environmentally friendly products to address sustainable consumption behaviour issues.
机译：本研究旨在了解态度和规范等心理属性在促进可持续消费行为中的作用。已经进行了分析，以调查影响力和营销计划的来源，以帮助建立可持续的消费行为。使用CFA评估测量模型及其有效性和可靠性。 MANOVA用于检验绿色产品购买者和非购买者之间的心理因素差异；多元回归分析用于预测心理属性与回收意愿之间的关系。结果显示客户对绿色产品的乐观看法，如果公司开始就其在环境友好型产品设计和流程方面共享由他们发起的可持续性计划的信息，他们将不胜感激。态度和规范等心理属性表现出与可持续行为的关系。这项研究将为营销人员在设计和交流环保产品以解决可持续消费行为问题方面提供有用的见解。

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