In-store communication of reusable bag: Application of goal-framing theory

JURNAL MANAJEMEN DAN PEMASARAN JASA

View Publication Info
 
 
Field Value
 
Title In-store communication of reusable bag: Application of goal-framing theory
 
Creator Ekasari, Ayu
 
Subject Management, Marketing
Goal framing theory, biospheric value, pro-environmental behavior.
 
Description Campaigns on pro-environmental behavior are an important objective in social marketing due to the environmental problems caused by people's consumption. Therefore, social marketers need to understand the underlying factors that make people change their behavior. This research investigates the determinants of pro-environmental behavior from the perspective of goal framing theory with three overarching goals, namely hedonic, gain, and normative. The data were collected using a questionnaire survey method and analyzed by structural equation modeling. The results showed that gain and normative goals directly affect pro-environmental behavior instead of a hedonic goal. This research also showed that the biospheric value as one of the self-transcendence values moderates the effect of normative goal towards pro-environmental behavior, proposed in preliminary studies. The findings contribute to the existing research regarding pro-environmental behavior determinants and used by social marketing initiatives, especially in-store-communication, in designing the right message. Future studies need to investigate the role of hedonic and egoistic values in predicting pro-environmental behavior.
 
Publisher Lembaga Penerbit Fakultas Ekonomi dan Bisnis
 
Contributor
 
Date 2021-04-06
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.trijurnal.lemlit.trisakti.ac.id/jasa/article/view/7429
10.25105/jmpj.v14i1.7429
 
Source Jurnal Manajemen dan Pemasaran Jasa; Vol 14, No 1 (2021): MARET; 123-134
2442-9732
0216-3780
 
Language eng
 
Relation http://www.trijurnal.lemlit.trisakti.ac.id/jasa/article/view/7429/6512
http://www.trijurnal.lemlit.trisakti.ac.id/jasa/article/downloadSuppFile/7429/937
 
Rights Copyright (c) 2021 Ayu Ekasari
http://creativecommons.org/licenses/by-nc/4.0
 

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