Towards A New Model For Green Consumer Behavior: A Self-Determination Theory Perspective

Towards a new model for green consumer behavior:
A self-determination theory perspective

Dr. Faheem Gul Gilal et al., (2019)
 Gender schema theory was formally introduced by Sandra
Bem in 1981 as a cognitive theory to explain how individual
learn about male and female roles from the culture in which
GST they live. According to the theory, individua adjust their
behavior to align with the gender norms of their culture from
the earliest stages of social development.
 In relation to gender schema theory (GST), prior studies have
report significant differences between male and female
customers (Gilal et al., 2018)
 For instance, Stokburger- Sauer and Teichmann (2013) reported
that females are more attached to luxury brands than men are.
SDT & GST  This viewpoint is supported in the research of Gilal et al.
(2018a), which reported that intrinsic motivation is a more
prominent predictor for capturing brand passion among female
consumers than for their male counterparts, whereas external
motivation is more likely to improve brand passion among
male customers. Gilal et al. (2019
 H1 Intrinsic motivation relates positively to green behaviour
among consumers
 H2 Identified motivation relates positively to green behaviour
Hypothesis among consumers.
(STUDY 1)  H3 Introjected motivation relates positively to green behaviour

among consumers.
 H4 External motivation relates positively to green behaviour
among consumers.
 H5 The impact of (a) intrinsic, (b) identified, (c) introjected,
Hypothesis and (d) external

 motivations on green consumer behaviour will be moderated
(STUDY 2)  by gender.
Conceptual
Model
 Bivariate correlation Table 2 presents the mean, standard
deviation, and bivariate correlations among the variables. The
results of the correlation reveal that intrinsic motivation
Results correlates positively with green consumer behaviour (r = .

56**).
(Bivariate  Similarly, identified motivation correlates strongly with green
Correlation) consumer behaviour (r = .639**). Our results further show that
introjected motivation (r = .352**) and external motivation (r =
.466**) relate positively to green consumer behaviour. These
results generally support our proposed hypotheses.
Results (SEM)
In particular, Study 1 reveals identified motivation to be a

stronger predictor for green consumer behaviour, followed by
external motivation
 Second, Study 2 aims to go one step deeper and gain further
insight by examining whether the effect of motivation types
(i.e., external, introjected, identified, and intrinsic) in boosting
consumers' green behaviour varies between gender groups
(H5a–H5d)—that is, whether external, introjected, identified,
STUDY 2 and intrinsic motivational regulations are more important for
male or for female consumers.
 H5 The impact of (a) intrinsic, (b) identified, (c) introjected,
and (d) external motivations on green consumer behaviour will
be moderated by gender.
Results
(Multigroup
modelling)
 Study 2 mirrors Study 1, insofar as both reveal that identified
motivation and external motivation lead to green consumer
behaviour. In particular, Study 1 reveals identified motivation
to be a stronger predictor for green consumer behavior,
followed by external motivation
 This suggests that identified motivation seems to be the most
Results important type for boosting consumers' green behavior in

Pakistan.
 Our results suggest that, compared with males, females respond
much more strongly to motivation associated with intrinsic
regulation. This indicates that females are intrinsically disposed
towards green behaviour because they consider it interesting,
pleasant, and fun
Managerial Implications
 First, It provides a new perspective by linking motivational regulations to

green consumer behavior under the theoretical notion of OIT. It indicates that
green behavior among consumers can be induced in the marketing domain by
improving motivational regulations.
 Secondly, the study illuminates the importance of gender in the area of green
marketing and how it matters in terms of increasing green behavior among and
promotion of green behavior among consumer.
 Lastly is puts forward some important implications for green marketing firms
in general and brand managers of both fast-moving consumer goods (e.g.,
Unilever and P&G) and clothing brands (e.g., Sapphire) who wish to nudge
consumers towards sustainable purchasing s by airing both informative and
controlled ad.

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Towards a new model for green consumer behavior:

A self-determination theory perspective

(STUDY 1)  H3 Introjected motivation relates positively to green behaviour

Hypothesis and (d) external

Results correlates positively with green consumer behaviour (r = .

In particular, Study 1 reveals identified motivation to be a

Results important type for boosting consumers' green behavior in

 First, It provides a new perspective by linking motivational regulations to

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