Abstract

VAN TONDER, Estelle  and  BEER, Leon T De. Promoting continued green helping behaviour: revisiting attribution theory. JCMAN [online]. 2024, vol.21, n.1, pp.226-247. ISSN 1815-7440.  https://doi.org/10.35683/jcman1080.253.

PURPOSE OF THE STUDY: Customers may perform a vital role in assisting fellow customers to purchase green products. Accordingly, this study provides novel insight into factors that may affect customer' continued green helping behaviour directed towards fellow customers, who did not follow their initial recommendations about green purchasing. DESIGN/METHODOLOGY/APPROACH: Guided by attribution theory and biological psychology research, a quantitative regression model was explored, addressing the sequential relationships between controllability, anger, and continued green helping behaviour, as well as the moderating role of sympathy. External values were examined as a control variable. An online survey was conducted among a purposive sample, comprising 452 customers who had made a green purchase in the preceding twelve months and had assisted other customers with green purchasing. FINDINGS: The research findings evidence that while customer emotions are relevant, decisions to engage in continued green helping behaviours are more likely motivated by perceptions that fellow customers have control over their purchase decisions and customer helpers' external values. RECOMMENDATIONS/VALUE: The study advances knowledge of the application of the attribution theory in relation to affecting continued green helping behaviour. Novel insight is obtained into the interrelationships between selected factors affecting customers' intentions to continue helping fellow customers who did not previously apply their advice. MANAGERIAL IMPLICATIONS: The study provides guidance into the important role customers could play in assisting fellow customers to engage in green purchasing behaviour and the extent to which marketers may be able to influence these behaviours. JEL CLASSIFICATION: M31

Keywords : Attribution theory; customer citizenship; green marketing; sustainability; values.

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