Towards a new model for green consumer behavior:

A self-determination theory perspective

Dr. Faheem Gul Gilal et al., (2019)
  H1 Intrinsic motivation relates positively to green behaviour
among consumers
 H2 Identified motivation relates positively to green behaviour
among consumers.
Hypothesis  H3 Introjected motivation relates positively to green behaviour
among consumers.
 H4 External motivation relates positively to green behaviour
among consumers.
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.