「TMP」 Kim, Y., Yun, S., & Lee, J. (2014). “Can Companies Induce Sustainable Consumption? The Impact of Knowledge and Social Embeddedness on Airline Sustainability Programs in the US”. Sustainability, 6(6), 3338-3356.
Lab: Technology Management and Policy
Professor: Joosung Lee
Title: Can Companies Induce Sustainable Consumption? The Impact of Knowledge and Social Embeddedness on Airline Sustainability Programs in the US
Authors: Yohan Kim, Sunyoung Yun, Joosung Lee
This paper investigates how consumers’ level of knowledge and social embeddedness can influence sustainable consumption. An extended model of goal-directed behavior (MGB) is tested by U.S. airline consumers who have participated in UNICEF’s Change for Good (CFG) and voluntary carbon offsetting (VCO) programs. Results show that consumers’ knowledge positively influenced their subjective norms and attitudes towards participation of VCO and CFG. Increasing consumers’ sense of social embeddedness is also found to be crucial in forming their subjective norms for both CFG and VCO. Moreover, positive anticipated emotion is found to influence consumers’ desire to participate in VCO, while negative anticipated emotion influences desire towards CFG participation. The findings of this research provide a practical implication on strategies for the airline industry to induce sustainable consumption behavior, as well as demonstrate the need for different emotional elicitation strategies for different sustainability programs.
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