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Australian Journal of Basic and Applied Sciences, 5(12): 1766-1771, 2011ISSN 1991-8178

Corresponding Author: Booi-Chen Tan, Faculty of Management, Multimedia University,Persiaran Multimedia, 63100Cyberjaya, Selangor, Malaysia.E-mail: [email protected]

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The Role of Perceived Consumer Effectiveness on Value-Attitude-Behaviour Model inGreen Buying Behaviour Context

Booi-Chen Tan

Faculty of Management, Multimedia University, Persiaran Multimedia, 63100 Cyberjaya, Selangor,Malaysia.

Abstract: The upward trend of environmental deterioration had motivated the researchers to focus theirstudies towards the environmental domains both in the pro-environmental purchase and non-purchasestudies. Value-Attitude-Behaviour (V-A-B) model is one of the popular models used in theenvironmental behavioural studies over the last few decades. Nonetheless, its application on greenbuying behaviour warrants future research as the nature and motivations of this behaviour are differentfrom other general purchase-related behaviour. Recently, the concept of perceived consumereffectiveness (PCE) has been applied extensively to explain the environmental attitude and behaviour.However, past studies reported on its role on V-A-B model in the context of green buying behaviour isstill limited. As such, this paper aims to review the underpinning theories together with relevantliteratures and to propose an integrated framework to examine the role of PCE on the V-A-B model infuture green buying behavioural studies.

Key words: PCE, values, environmental attitude, green purchase attitude and behaviour.

INTRODUCTION

Value-attitude-behaviour (V-A-B) model (Homer and Kahle, 1988) is a popular model which implies thatthe influence should theoretically flow from abstract values to mid-range attitudes to specific behaviour (p.638). It means that values influence attitude, and attitude in turn, influences behaviour. This model has beenwidely applied in various non-consumption and consumption-related studies. For instance, retail career choice(Shim, et al., 1999) and e-shopping behaviour (Jawawardhena, 2004). Due to the upward pressure ofenvironmental deterioration and an increased level of environmental concern, this model has also been appliedto the environmental studies (McCarty and Shrum, 1994, Kim, 2002, Kim and Choi, 2003). However, thearguments on the direct and indirect effects of values on environmental behaviour (Karp, 1996; Kim, 2002) aswell as the attitude-behaviour gap are still inconclusive (Mainieri, et al., 1997).

Green buying behaviour is a type of pro-environmental behaviour (K im and Choi, 2005). The nature andmotivations of these behaviours are different from other general purchase-related consumer behaviours(McCarty and Shrum, 2001). The inconsistent relations between environmental attitude and environmentalbehaviour, and the issue of perceived consumer effectiveness (PCE) in solving the environmental problems arealways the centre of discussions in the environmental studies. Consumers are not concerned about theenvironment and unwilling to perform pro-environmental behaviour if they do not believe that their efforts oractions are effective in solving the environmental problems (Kim, 2002; Kim and Choi, 2003, 2005). As such,this paper aims to review the underpinning theories together with the relevant literatures related to PCE, values,attitudes, and behaviour to propose an integrated framework extended from V-A-B model for future empiricalresearch in the context of green buying behaviour.

Literature Review:Green Buying Behaviour:

Green consumerism or green buying behaviour is one of the pro-environmental behaviour. It refers topurchasing and consuming products that have minimal impacts on the environment (Mainieri, et al., 1997).There are different terms used interchangeably with green buying behaviour (Kim, 2002; Kim and Choi, 2003,2005) such as pro-environmental purchase behaviour (Tilikidou, 2006; Soutar, et al., 1994), environmentallyresponsible purchase behaviour (Follows and Jobber, 2000); and green purchase behaviour (Mostafa, 2007;Shamdasani, et al., 1993). These terms are often used in the similar meanings used to examine the buyingbehaviour towards green product or environmentally sound product.

Green product can be defined as a product that will not pollute the earth or deplore natural resources, and itcan be recycled or conserved (Mostafa, 2007). Very often, eco-friendly, environmentally safe, recyclable,biodegradable and ozone friendly are the common green advertising claims used by the companies inpromoting the green products. Some examples of these products are household items manufactured with post-consumer plastics or paper, recyclable or reusable packaging, energy-efficient light bulbs and detergent

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containing ingredients that are biodegradable, non-polluting and free of synthetic dyes or perfumes (Mostafa,2007, p.220). However, the share of green market activities is still lacking (Peattie, 2001).

Personal Values:Rokeachs model of values (1973) defines the values as the enduring beliefs that a specific mode of

conduct or end-state of existence is personally or socially preferable to an opposite or conserve mode of conductor end state of existence, and grouped the values into instrumental values (helpful, loving, and obedient values)

and terminal values (exciting life, a world of beauty, and wisdom values). This model has been criticised by theresearchers due to the lengthy of ranking tasks (36 items), and the relevancy of the values to daily life (Clawsonand Vinson, 1978). The model of L ist of Values (Kahle, 1983) consists of nine values (excitement, fun andenjoyment of life, warm relationships with others, self-fulfillment, being well-respected, sense ofaccomplishment, security, and self-respect) which more preferred by the researchers due to its simplicity ofadministration and high reliability (Homer and Kahle, 1988; McCarty and Shrum, 1994; Shim and Eastlick,1998). However, it is not a stable instrument to be applied across cultures (Grunert and Juhl, 1995), and it seemsto be too focused on general consumer life (Hanse, 2008).

According to Schwartz (1992) values are the guiding principles in ones life from a more abstractstandpoint that affect ones views on many issues. Ten values are arrayed along two conflicting dimensions, (1)self-enhancement values pursuit the self-interest (power and achievement values), versus self-transcendencevalues concern the welfare and interests of others (universalism and benevolence values) and (2) the openness tochange values emphasize independent action, thought and feeling, and readiness for new experience (self-direction, hedonism and stimulation values), versus conservation values emphasize self-restriction, order and

resistance to change (security, conformity and tradition values). However, some of the researchers claimed thatthe original instrument of 56-items is too long and time consuming to be used in a survey and reduced them into37 items (Schultz and Zelezny, 1998, 1999), 22 items (Kim, 2002) 20 items (Hanson, 2008), 12 items (Aoyagi-Usui, 2001), and 10 items of Short Schwartzs Scale Survey (Lindeman and Verkasalo, 2005).

General Attitudes and Specific Attitudes:Weigel (1983) defines attitude as an enduring set of beliefs about an object that predisposes people to

behave in particular ways toward the object. It refers to the psychological tendency that is expressed byevaluating a particular entity with some degree of favour or disfavour (Eagle and Chaiken, 1993). Theory ofReasoned Action (Fishbein and Ajzen, 1975) is the most popular theory used to discuss the attitude-behaviourrelationship. According to them, a specific attitude is known to be relatively strong in predicting a singlebehaviour on a particular attitude object, while a general attitude explains the general tendency engaged inrelevant behaviours on a category of attitude objects. Nevertheless, they have warned against the use of generalattitudes to predict specific behaviour and suggested that a specific attitude is better than general attitude inpredicting the specific behaviour. It means that the more specific the attitude measure, the stronger is itscorrelation with the behavioural action.

Relationships between Values-Attitudes, Values-Behaviour, and Attitude-Behaviour:Values serve as the determinants of attitudes and behaviours (Olson and Zanna, 1994). Many researchers

have demonstrated a relationship between values and attitudes towards online grocery shopping (Hansen, 2008);values and ethical beliefs (Steenhaut and Kenhove, 2006), and values-environmental attitude (Schultz andZelezny, 1999). On the other hand, researchers have reported that values are powerful enough to influencebehaviour directly in the empirical investigations of environmental behaviour (Karp, 1996; Aoyagi-Hsui, 2001),and gift-giving (Beatty, Kahle and Homer, 1991). Based on a study conducted by Butler and Francis (1997), it isrevealed that the general environmental attitude influences specific clothing environmental attitudes, which inturn, influence apparel buying behaviour. Sun and Wilson (2008) also suggested that both types of attitude(general and specific) should be studied together in an empirical research, as the formation of specific attitudetowards a new object is likely to be influenced by the general attitudes. However, the empirical researchregarding general and specific attitude relations is still limited.

Milfont (2007, p.12) defined environmental attitude as the psychological tendency that is expressed byevaluating perceptions of or beliefs regarding the natural environment, including factors affecting its quality,with some degree of favour or disfavour. On the other hand, Hines, et al., (1986-1987) divided theenvironmental attitudes into attitudes towards the environment and attitudes towards a specificenvironmental behaviour. Hines, et al., (1986-1987) reported that the lower attitude-behaviour correlation wasfound when attitude was operationalised as a general environmental attitude compared to when it wasoperationalised as a specific attitude towards environmental behaviour. Besides, Mainieri,et al., (1997) revealedthat the green buying behaviours were only significantly related to specific environmental belief (specificattitude), but not related to the general environmental concern. These two results have confirmed the suggestionin Ajzen and Fishbein (1977) that higher correlations are obtained when behaviour and attitudes are measured in

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the same level of specificity. In addition, Bamberg (2003) argued that only situation-specific cognitions aredirect determinants of specific behaviors, future research should not view the environmental attitude as a directpredictor, while it should be viewed as an indirect determinant of specific environmental behavior. The directrelationship between EA and specific environmental behavior is weak due to the incorrect assumption thatgeneral EA is direct determinant of specific behavior (Bamberg, 2003).

Nevertheless, general environmental attitude has been excluded in some of the environmental studies.Instead, researchers examined the specific recycling attitude such as importance of recycling and

inconvenience of recycling and discovered a significant relationship between environmental attitude andrecycling behaviour (McCarty and Shrum, 1994). However, the relationships between environmental attitudeand behaviour are still found significant in various environmental studies, such as pro-environmental behaviour(Straughan and Roberts, 1999; Schlegelmilchet al., 1996; Kim, 2002, Kim and Choi, 2002; Lopez and Cuervo-Arango, 2008), green buying behaviour (Grunert, and Juhl, 1995; Shim, 1995; Aoyagi-Usui, 2001; Kim andChoi, 2005; Tilikidou, 2006, 2007), apparel purchasing behaviour (Shim, 1995; Butler and Francis, 1997).

Value-Attitude-Behaviour Model:Homer and Kahle (1988) tested the interrelationships among values, attitudes, and behaviour in a very

specific situation, which was the natural shopping behaviour. According to them, the value dimensions (LOV-internal, external, and interpersonal values) influence attitudes toward natural food, which in turn influence theshopping behaviour on the amount spent and shopping frequency among the natural food consumers. Structuralequation analysis has revealed that values have no significant direct influence on shopping behaviour andindicated that attitudes play a mediating role between values and behaviour, and this is thus presented in V-A-B

hierarchical model. They concluded that values have distinct dimensions that are importance in the formationand development of attitudinal and behavioural tendencies (p. 645) and suggested that the causal influencesamong V-A-B should be also tested in other products or industrial context.

Subsequently, the hierarchical influence of V-A-B can be found in various empirical studies. For instance:recycling behaviour (McCarty and Shrum, 1994); brand name purchasing and style (Rose, et al., 1994), organicfood buying behaviour (Grunert and Juhl, 1995); food shopping behaviour (Goldsmith, et al., 1995);environmental behaviour (Grob, 1995); mall shopping mall behaviour (Shim and Eastlick, 1998); retail careerchoice behaviour (Shim, et al., 1999); green buying behaviour (Kuribayashi and Aoyagi-Usui, 2001; Kim andChoi, 2005); recycling behaviour (McCarty and Shrum, 2001); pro-environmental behaviour (Kim, 2002; Kimand Choi, 2003), e-shopping behaviour (J ayawardhena, 2004); conservation behaviour (Schultz, et al., 2005);ongoing search behaviour (Watchravesringkan and Yurchisin, 2007); and willingness to buy groceries online(Hanson, 2008).

The Roles of PCE on Environmental Attitudes and Behaviour:The concept of PCE was first described by Kinnear, et al., (1974) as a measure of the extent to which an

individual believes that he or she can be effective in pollution abatement. Researchers in the later stage havestated that the concept of PCE is related to the concept of perceived behavioural control (Ellen, et al., 1991) andthe concept of internal locus of control (Joones, 2008). Locus of control (Rotter, 1966) refers to ones belief inhis or her abilities to control life events and an individual with an internal locus of control believes thatoutcomes are related to his or her behaviour or personal investment (e.g. time or effort). More interestingly, theterm of PCE is only used in the environmental studies and refers to the perceived confidence of an individual insolving the environmental problems with his or her effort exerted.

PCE is measured as an element of the personality variables to predict ecological concern (Kinner, et al.,1974) and ecological consumption responsible patterns (Balderjahn, 1988). It is distinct from environmentalconcern and contributes uniquely in predicting certain EB (Ellen, et al., 1991). PCE was positively related toenvironmental attitude (Kim, 2003: 2005). People who have exhibited higher PCE are likely to be moreenvironmentally concerned than those who have lower PCE. Moreover, PCE is found to be significantly relatedto different types of environmental behaviour as well (Balderjahn, 1988; Ellen, et al., 1991; Roberts, 1996;Straughan and Roberts, 1999; Lee and Holden, 1999; Kim, 2002; Kim and Choi, 2003, 2005; Webb, et al.,

2008; Joonas, 2008). More interestingly, researchers argue that PCE can function more than just a directpredictor of behaviour; it may also moderate A-B relations (Berger and Corbin, 1992). In terms of the empiricalinvestigation results, the moderating role of PCE between environmental attitude and environmental behaviourcan be found in Berger and Corbin (1992); Kim (2002) and Laskova (2007).

The Roles of PCE on Value-Attitude-Behaviour Model:Kim and Choi (2003) investigated the effects of cultural values (collectivism), PCE, environmental attitude

on four types of pro-environmental behaviour (green buying, political, energy saving, and recycling behaviours)based on V-A-B hierarchical model. The effects of PCE vary with different types of pro-environmentalbehaviours. PCE and environmental attitude are the important mediators between collectivistic values and green

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buying behaviour in this study. Kim and Choi (2005) reported that PCE was a powerful mediating variablebetween collectivistic value orientations and green buying behaviour, without going through the environmentalattitude. The cultural value orientations can influence an individuals tendency to buy green products if he or shebelieves that his or her green purchase behaviour can be effective in solving environmental problems. Themediating effect of environmental attitude on collectivism values and green buying behaviour is not reported inthis study. Schwartz (1992) warned that a simple equation between individual values and cultural values couldbe misleading, so it would be important to understand the influence of personal values on PCE, rather than only

focus on the cultural values in future environmental studies.

Future Research:Homer and Kahle (1988) suggested that V-A-B hierarchical model should be verified in different product

and industrial situations. Future research should test the V-A-B model in the context of green buying behaviour.PCE has been reported as a powerful predictor to explain environmental attitude and pro-environmentalbehaviour, a moderator between attitude and behaviour, and a mediator between cultural values and behaviour.However, its reported roles on V-A-B model are still limited in the context of green buying behaviour.Furthermore, the lack of causal analysis conducted in previous environmental studies had limited the researchersto explore the causal influences among the variables on the environmental behavioural outcomes. Therefore,future research should consider testing the roles of PCE on V-A-B model in order to derive a framework tobetter understand the relative importance of personal values on PCE, and to enhance PCE in promotingenvironmentally friendly attitudes and to motivate consumers to purchase in an ecologically conscious manner.Four research questions are then raised:

(1) Which is the most prominent predictor (personal values, PCE, environmental attitude, and green buyingattitude) on green buying behaviour?(2) Do personal values affect PCE, environmental attitude, and attitude to buy the green products?(3) Does general environmental attitude able to act as a direct determinant on green buying behaviour, or itshould be viewed as an indirect determinant on such behaviour?(4) What are the roles of PCE on the proposed framework; a predictor, mediator or moderator?(5) Do personal values, PCE, environmental attitude, green buying attitude have interaction effect on greenbuying behaviour in the structure model?

Therefore, an extension of the V-A-B model has been proposed in Figure 1 to answer the aforementionedquestions.

Fig. 1: A Proposed framework extended from V-A-B model to study green buying behaviour (V=personalvalues, PCE=perceived consumer effectiveness, EA=environmental attitude, GBA=green buyingattitude, GBB=green buying behaviour).

Conclusion:A framework extended from V-A-B model is expected to provide a clearer picture to the firms especially

with respect to the effects of PCE. It would provide a better understanding to the firms on the causalrelationships among the variables and contributes to the formulation of green marketing strategies. Consumers

are unwilling to spend their time or effort to shift from buying conventional products to green products if theyhave a lower PCE in mind, regardless of whether they are or are not environmentally concerned. Consumersneed to be empowered that they can be personally effective in combating environmental problems. Firms needto deliver messages that are explicitly effective to motivate green buying behaviour as to convince the individualto believe that his or her green purchase actions are certainly able to make a difference in minimizing theenvironmental deterioration. The joint efforts and cooperation from all parties are able to generate a moreecological conscious consumption manner among the society and produce a healthier environmental quality infuture.

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