Anti-consumption: Investigating the role of socio-psychological factors in motivating customers to help other customers not to shop
South African Journal of Economic and Management Sciences
| Field | Value | |
| Title | Anti-consumption: Investigating the role of socio-psychological factors in motivating customers to help other customers not to shop | |
| Creator | Petzer, Daniel J. van Tonder, Estelle Fullerton, Sam | |
| Description | Background: Consumers are known to help others engage in consumption and anti-consumption practices. It is argued that behavioural involvement and social norm perceptions may motivate customers to help other customers engage in anti-consumption practices.Aim: This study aims to investigate the role of behavioural involvement (psychological factor) and social norm perceptions (social factor) in motivating customers to help other customers engage in anti-consumption practices.Setting: A self-administered survey was sent by a research agency to South African respondents aged 18 and older, who generally advise other customers about suitable anti-consumption practices.Method: A quantitative study was undertaken and respondents were selected using purposive sampling. A total of 476 useable responses were collected. Furthermore, descriptive statistics, reliability testing, and multiple regressions were undertaken to test the study’s hypotheses.Results: Three of the four behavioural involvement factors tested are significant predictors of helping; while two of the social norm factors tested are significant predictors of helping. Marketers’ inappropriate actions impact negatively on their customers’ behaviour, but a more far-reaching consequence is that their customers are willing to help others engage in anti-consumption practices.Conclusion: Behavioural involvement and social norm perceptions motivate customers to help other customers engage in anti-consumption practices.Contribution: The study uncovers the role of socio-psychological factors in motivating customers to help other customers avoid brands that may be harmful towards society. | |
| Publisher | AOSIS Publishing | |
| Date | 2023-11-03 | |
| Identifier | 10.4102/sajems.v26i1.5110 | |
| Source | South African Journal of Economic and Management Sciences; Vol 26, No 1 (2023); 12 pages 2222-3436 1015-8812 | |
| Language | eng | |
| Relation |
The following web links (URLs) may trigger a file download or direct you to an alternative webpage to gain access to a publication file format of the published article:
https://sajems.org/index.php/sajems/article/view/5110/2812
https://sajems.org/index.php/sajems/article/view/5110/2813
https://sajems.org/index.php/sajems/article/view/5110/2814
https://sajems.org/index.php/sajems/article/view/5110/2815
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