Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm
Abstract
:1. Introduction
2. Literature Review
2.1. Eco-Friendly TV Home Shopping Broadcast
2.2. Psychological Benefits of Using an Eco-Friendly TV Home Shopping Broadcast
2.3. Theory of Planned Behavior
2.4. Moderating Role of Personal Norm
2.5. Proposed Model
3. Research Methods
3.1. Measurement Items
3.2. Data Collection
4. Data Analysis
4.1. Descriptive Statistics
4.2. Measurement Model
4.3. Covariance-Based Structural Equation Modeling (CB-SEM)
4.4. Moderating Role of Personal Norm
5. Discussion and Implications
5.1. Theoretical Implications
5.2. Managerial Implications
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Variable | n | Percentage |
---|---|---|
Gender | ||
Male | 154 | 50.5 |
Female | 151 | 49.5 |
Age | ||
20s | 39 | 12.8 |
30s | 75 | 24.6 |
40s | 87 | 28.5 |
Over 50s | 104 | 34.1 |
Monthly house income | ||
$5001 and over | 48 | 15.7 |
$4001–$5000 | 54 | 17.7 |
$3001–$4000 | 52 | 17.0 |
$2001–$3000 | 69 | 22.6 |
Under $2000 | 82 | 26.8 |
Maritalstatus | ||
Single | 136 | 44.6 |
Married | 164 | 53.8 |
Widowed/divorced | 5 | 1.6 |
Educationlevel | ||
Less than high school diploma | 23 | 7.5 |
Associate degree | 44 | 14.4 |
Bachelor’s degree | 167 | 54.8 |
Graduate degree | 71 | 23.3 |
Construct and Scale Item | Standardized Loading a |
---|---|
Warm glow | |
With an eco-friendly TV home shopping broadcast, I can feel good because the broadcast helps to protect the environment. | 0.899 |
With an eco-friendly TV home shopping broadcast, I have the feeling of contributing to the well-being of humanity and nature. | 0.878 |
With an eco-friendly TV home shopping broadcast, I can feel better because the services don’t harm the environment. | 0.941 |
Self-expressive benefits | |
With an eco-friendly TV home shopping broadcast, I can express my environmental concern. | 0.952 |
With an eco-friendly TV home shopping broadcast, I can demonstrate to myself and my friends that I care about environmental conservation. | 0.816 |
With an eco-friendly TV home shopping broadcast, I can demonstrate to myself and my friends that I care about environmental conservation. | 0.852 |
Nature experiences | |
An eco-friendly TV home shopping broadcast can make me feel close to nature. | 0.926 |
An eco-friendly TV home shopping broadcast can make me think of nature, fields, forests, and mountains. | 0.930 |
An eco-friendly TV home shopping broadcast can evoke the sensation of being in nature. | 0.944 |
Attitude | |
Unfavorable–favorable | 0.934 |
Bad–good | 0.962 |
Negative–positive | 0.895 |
Subjective norm | |
Most people who are important to me think I should use an eco-friendly TV home shopping broadcast. | 0.973 |
Most people who are important to me would want me to use an eco-friendly TV home shopping broadcast. | 0.960 |
People whose opinions I value would prefer that I use an eco-friendly TV home shopping broadcast. | 0.969 |
Perceived behavioral control | |
Whether or not I use an eco-friendly TV home shopping broadcast is completely up to me. | 0.946 |
I am confident that if I want, I can use an eco-friendly TV home shopping broadcast. | 0.799 |
I have resources, time, and opportunities to use an eco-friendly TV home shopping broadcast. | 0.808 |
Behavioral intentions | |
Whether or not I use an eco-friendly TV home shopping broadcast is completely up to me. | 0.945 |
I am confident that if I want, I can use an eco-friendly TV home shopping broadcast. | 0.962 |
I have resources, time, and opportunities to use an eco-friendly TV home shopping broadcast. | 0.921 |
Personal norm | |
I feel an obligation to choose an eco-friendly TV home shopping broadcast. | 0.919 |
Regardless of what other people do, because of my own values/principles I feel that I should use an eco-friendly TV home shopping broadcast. | 0.919 |
I feel it is important that consumers use an eco-friendly TV home shopping broadcast. | 0.769 |
Goodness-of-fit statistics: χ2 = 610.629, df = 224, χ2/df = 2.726, p < 0.001, NFI = 0.932, CFI = 0.955, TLI = 0.945, and RMSEA = 0.075 |
No. of Items | Mean (Std Dev.) | AVE | (1) | (2) | (3) | (4) | (5) | (6) | (7) | (8) | |
---|---|---|---|---|---|---|---|---|---|---|---|
(1) Warm glow | 3 | 5.24 (1.37) | 0.822 | 0.932a | 0.705 b | 0.724 | 0.743 | 0.292 | 0.502 | 0.738 | 0.697 |
(2) Self-expressive benefits | 3 | 4.29 (1.33) | 0.766 | 0.497 c | 0.907 | 0.772 | 0.652 | 0.365 | 0.387 | 0.617 | 0.615 |
(3) Nature experiences | 3 | 4.46 (1.60) | 0.871 | 0.524 | 0.596 | 0.953 | 0.662 | 0.317 | 0.457 | 0.675 | 0.714 |
(4) Attitude | 3 | 5.39 (1.45) | 0.866 | 0.552 | 0.425 | 0.438 | 0.951 | 0.234 | 0.528 | 0.772 | 0.688 |
(5) Subjective norm | 3 | 3.83 (1.60) | 0.936 | 0.085 | 0.133 | 0.100 | 0.055 | 0.978 | 0.110 | 0.355 | 0.485 |
(6) Perceived behavioral control | 3 | 5.19 (1.37) | 0.729 | 0.252 | 0.150 | 0.209 | 0.279 | 0.012 | 0.889 | 0.584 | 0.467 |
(7) Behavioral intentions | 3 | 4.91 (1.39) | 0.889 | 0.545 | 0.381 | 0.456 | 0.596 | 0.126 | 0.341 | 0.960 | 0.837 |
(8) Personal norm | 3 | 4.45 (1.38) | 0.760 | 0.486 | 0.378 | 0.510 | 0.473 | 0.235 | 0.218 | 0.701 | 0.904 |
Path | Unconstrained Model | Constrained Model | Tests of Moderator | ||||
---|---|---|---|---|---|---|---|
Low Personal Norm | High Personal Norm | ||||||
β | t-Value | β | t-Value | Δχ2 (346) = 652.843 | χ2 Difference | Hypotheses | |
H7a WG → A | 0.344 | 2.843 * | 0.539 | 6.483 * | Δχ2 (347) = 657.193 | Δχ2(1) = 4.350 | Supported |
H7b SEB → A | 0.082 | 0.890 | 0.224 | 1.917 * | Δχ2 (347) = 656.445 | Δχ2(1) = 3.602 | Not supported |
H7c NE → A | 0.153 | 1.765 | 0.278 | 2.087 * | Δχ2 (347) = 656.235 | Δχ2(1) = 3.392 | Not supported |
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Kim, H.M.; Lee, I.-H.; Joo, K.; Lee, J.; Hwang, J. Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm. Int. J. Environ. Res. Public Health 2022, 19, 7759. https://doi.org/10.3390/ijerph19137759
Kim HM, Lee I-H, Joo K, Lee J, Hwang J. Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm. International Journal of Environmental Research and Public Health. 2022; 19(13):7759. https://doi.org/10.3390/ijerph19137759
Chicago/Turabian StyleKim, Heather Markham, In-Hye Lee, Kyuhyeon Joo, JungHoon (Jay) Lee, and Jinsoo Hwang. 2022. "Psychological Benefits of Purchasing Home Meal Replacement in the Context of Eco-Friendly TV Home Shopping Broadcast: The Moderating Role of Personal Norm" International Journal of Environmental Research and Public Health 19, no. 13: 7759. https://doi.org/10.3390/ijerph19137759