The impact of intrinsic motivation on pro environmental consumption behaviors

MINISTRY OF EDUCATION AND TRAINING NATIONAL ECONOMICS UNIVERSITY  LE THI THU MAI THE IMPACT OF INTRINSIC MOTIVATION ON PRO-ENVIRONMENTAL CONSUMPTION BEHAVIORS SPECIALIZATION: BUSINESS ADMINISTRATION PHD DISSERTATION Hanoi – 1/2022 MINISTRY OF EDUCATION AND TRAINING NATIONAL ECONOMICS UNIVERSITY  LE THI THU MAI THE IMPACT OF INTRINSIC MOTIVATION ON PRO-ENVIRONMENTAL CONSUMPTION BEHAVIORS SPECIALIZATION: BUSINESS ADMINISTRATION SPECIALIZATION CODE: 9340101 PHD DISSERTATION Supervisor: Assoc Prof Dr NGUYEN VU HUNG DECLARATION I hereby declare that this dissertation is my own work, which I have never submitted for a degree at this or any other educational institutions I also certify that all of the dissertation's references have been properly credited I have read and comprehended the University's policy on plagiarism and academic integrity violations With my own honor, I certify that this research was carried out by me and that it does not violate regulations of good academic practice Supervisor PhD candidate ii TABLE OF CONTENTS TABLE OF CONTENTS iii LIST OF FIGURES vii LIST OF ABBREVIATIONS x INTRODUCTION 1 Reasons for choosing the topic Research questions and objectives Research method Structure of the dissertation CHAPTER 1: LITERATURE REVIEW ON FACTORS INFLUENCING PROENVIRONMENTAL CONSUMPTION BEHAVIOR 1.1 Pro-environmental consumption behavior 1.2 Research on pro-environmental consumption behaviors 1.2.1 Goal framing theory 1.2.2 Theory of Reasoned Action and Theory of Planned Behavior .10 1.2.3 The norm-activation model 14 1.2.4 Values-Beliefs-Norms 15 1.2.5 Theory of consumption value 17 1.2.6 Limitations of these theories in explaining determinants of proenvironmental consumption behaviors 20 1.3 Research gaps 21 1.4 Research questions 23 SUMMARY OF CHAPTER 25 CHAPTER 2: THE THEORETICAL FRAMEWORK .26 AND HYPOTHESIS DEVELOPMENT 26 2.1 Self-Determination Theory 26 2.2 Intrinsic motivation 30 iii 2.3 2.5 Extrinsic motivation 33 Prosocial motivation 35 2.5 Research model and hypotheses 37 2.5.1 Intrinsic motivation for pro-environmental consumption behaviors .37 2.5.2 Interaction between intrinsic motivation and extrinsic motivation 38 2.5.3 Interaction between intrinsic motivation and prosocial motivation .39 2.5.4 Antecedents of intrinsic motivation 40 CHAPTER 3: RESEARCH MEHODS 49 3.1 The research context 49 3.2 Research method 53 3.2.1 Research process 53 3.2.1.1 Cronbach’s alpha analysis 54 3.2.1.2 Corrected item-total correlation coefficients 54 3.2.1.3 Exploratory Factor Analysis 54 3.2.1.4 Correlation and regression analysis 56 3.2.2 Development of survey questionnaire 56 3.2.3 Measurement scales adopted for the dissertation 57 3.2.4 Data collection 61 3.2.4.1 Research sampling 61 3.2.4.3 Descriptive analysis of the research sample 63 CHAPTER 4: RESULTS OF THE RESEARCH 65 4.1 Research sample 65 4.2 Descriptive Statistics 68 4.3 Measure Reliabilities and Validities 70 4.3.1 Assessment of reliability of the measurement scale 70 4.3.2 Exploratory Factor Analysis 75 4.3.3 Confirmatory Factory Analysis 77 4.4 Common method bias 79 iii 4.5 Hypothesis testing 81 4.5.1 Factors affecting pro-environmental consumption behaviors 82 4.5.1.1 Explanatory Model Analysis 82 4.5.1.2 Evaluation of the fitness of the model 83 4.5.1.3 Regression results 84 4.5.2 Factors affecting intrinsic motivation for pro-environmental consumption behaviors 87 4.5.2.1 Explanatory Model Analysis 87 4.5.2.2 Evaluation of the fitness of the model 89 4.5.2.3 Regression results 90 SUMMARY OF CHAPTER 96 CHAPTER 5: DISCUSSIONS OF THE RESEARCH FINDINGS .97 AND RECOMMENDATIONS .97 5.1 Discussion of the research findings 97 5.2 Theoretical contribution 101 5.3 Practical implications 103 5.3.1 Implications for the moderating impact of extrinsic motivation 103 5.3.2 Implications for the moderating impact of prosocial motivation 104 5.3.3 Implications for enhancing intrinsic motivations 106 5.3.3.1 Satisfying consumers’ need for competence 107 5.3.3.2 Satisfying consumers’ need for autonomy 109 5.3.3.3 Satisfying consumers’ need for relatedness 110 5.3.4 Recommendations for policy makers 111 5.4 Limitations and future research direction 112 SUMMARY OF CHAPTER 113 CONCLUSION 114 LIST OF WORKS THAT THE PHD CANDIDATE HAS PUBLISHED 117 iii REFERENCE LIST 118 APPENDIX 1: SURVEY QUESTIONNAIRE (ENGLISH VERSION) 146 APPENDIX 2: SURVEY QUESTIONNAIRE (VIETNAMESE VERSION) 151 APPENDIX 3: EFA RESULTS FOR ASSESSING MEASUREMENT SCALES 157 APPENDIX 3.1: KMO AND BARTLETT’S TEST 157 APPENDIX 3.2: TOTAL VARIANCE EXPLAINED 158 APPENDIX 3.3: ROTATED COMPONENT MATRIXa 161 iii LIST OF FIGURES Figure Research design Figure 1.1: Goal framing theory model for pro-environmental behaviors Figure 1.2: Theory of Reasoned Action (TRA) 10 Figure 1.3: Theory of Planned Behavior (TPB) 11 Figure 1.4: Norm-Activation Theory (Source: Schwartz, 1977) 14 Figure 1.5: Value-Belief-Norm Theory 16 Figure 1.6: Model of the consumption value theory 18 Figure 2.1: The theoretical framework .47 Figure 3.1: Global plastic production from 1950 to 2016 49 Figure 3.2: Plastic consumption in Vietnam compared to other regions 50 Figure 3.3: Steps of developing the survey questionnaire 56 Figure 4.1: The synergistic impact of intrinsic motivation and extrinsic motivation on pro-environmental consumption behavior 85 Figure 4.2 The synergistic impact of intrinsic motivation and prosocial motivation on pro-environmental consumption behavior 87 Figure 4.3: The compensation effect between perceived autonomy and perceived competence on intrinsic motivation 93 Figure 4.4: The compensation effect between perceived autonomy and perceived relatedness on intrinsic motivation 93 Figure 4.5: The compensation effect between perceived competence and perceived relatedness on intrinsic motivation 94 vii LIST OF TABLES Table 1.1: Positive relationship between TRA and TPB constructs and 12 Table 2.1: Self-Determination Theory’s internalization continuum 28 Table 2.2: The Hierarchical Model of Intrinsic (IM) and Extrinsic Motivation (EM) AM: Amotivation (Vallerand, 1997) 29 Table 3.1: Interpretation of reliability score .54 Table 3.2: Interpretation of factor loadings 55 Table 3.3: Interpretation of KMO 55 Table 3.4: Measurement items for Perceived competence, perceived autonomy and perceived relatedness 57 Table 3.5: Measurement items for Intrinsic Motivation .58 Table 3.6: Measurement items for Extrinsic Motivation 58 Table 3.7: Measurement items for Prosocial Motivation 59 Table 3.8: Measurement items for Pro-environmental consumption behavior 60 Table 4.1: Sampling profile and comparison to overall population 65 Table 4.2: Demographic profile of research respondents 66 Table 4.3 Descriptive statistics of survey measurements 68 Table 4.4: Reliability of measurement scale 71 Table 4.5: Kaiser-Meyer-Olkin Measure of Sampling Adequacy 75 Table 4.6: Total Variance Explained 75 Table 4.7: Correlations among variables 77 Table 4.8: Goodness of Fit Indices for Confirmatory Factor Analysis .78 Table 4.9: Average Variance Extracted and discriminant validity test .78 Table 4.10: Correlations (with the addition of Marker Variable) .80 Table 4.11 Model Summary 82 Table 4.12 ANOVA test 83 Table 4.13 Regression Analysis Results (Pro-environmental consumption behavior as a dependent variable) (N = 468) 86 viii Table 4.14 Model Summary 88 Table 4.15 ANOVA test 89 Table 4.16 Regression Analysis Results (Intrinsic Motivation as a dependent variable) (N = 468) 92 Table 4.17 Hypothesis testing results 95 ix Tơi tự tin có khả giảm sử dụng sản phẩm từ nhựa Tơi có khả giảm sử dụng sản phẩm từ nhựa Tơi thấy vui có khả giảm sử dụng sản phẩm từ nhựa B TỰ CHỦ Tơi có quyền lựa chọn sản phẩm để giảm sử dụng sản phẩm từ nhựa Tôi định việc giảm sử dụng sản phẩm từ nhựa Tơi thấy tự định việc giảm sử dụng sản phẩm từ nhựa C SỰ KẾT NỐI Tơi cảm thấy có mối liên hệ với người giảm sử dụng sản phẩm từ nhựa Tôi cảm thấy gần gũi với người ủng hộ giảm sử dụng sản phẩm từ nhựa Tơi có cảm giác gắn bó với người giảm sử dụng sản phẩm từ nhựa D ĐÔNG LỰC NỘI SINH Tôi quan tâm đến hành vi hành vi tiêu dùng thân thiện với mơi trường Tơi thích hành vi tiêu dùng thân thiện với môi trường Tôi hài lòng với hành vi tiêu dùng thân thiện với mơi trường thân Tơi thấy vui thực hành vi tiêu dùng thân thiện với mơi trường Tơi thấy thích cảm giác có sau thực hành vi tiêu dùng thân thiện với mơi trường E ĐỘNG LỰC VÌ LỢI ÍCH CHUNG CỦA XÃ HỘI Tôi quan tâm đến việc hành vi tiêu dùng thân thiện với môi trường có khả mang lại lợi ích cho người khác Tôi muốn hành vi tiêu dùng thân thiện với mơi trường có lợi cho người khác Tơi gây ảnh hưởng tích cực đến người khác thông qua hành vi tiêu dùng thân thiện với mơi trường Tơi thấy việc mang lại lợi ích cho người khác thơng qua hành vi tiêu dùng thân thiện với mơi trường quan trọng F ĐỘNG LỰC NGOẠI SINH (PHẦN THƯỞNG TÀI CHÍNH) Tơi giảm giá sản phẩm mua Tôi nhận thêm lượng thực phẩm mua Tôi quán cửa hàng tặng thêm quà Tôi tặng phiếu quà tặng phiếu giảm giá cho lần mua sắm Tơi tích điểm cho phiếu mua hàng Tơi tích điểm cho thẻ mua hàng cửa hàng Tơi mua túi giấy túi vải cửa hàng với mức giá ưu đãi G HÀNH VI TIÊU DÙNG THÂN THIỆN VỚI MƠI TRƯỜNG Mỗi có thể, tơi khơng mua dùng sản phẩm nhựa dùng lần Tôi thường xuyên mua sắm cửa hàng khuyến khích khách hàng giảm sử dụng sản phẩm làm từ nhựa sử dụng lần Tôi thường xuyên mang theo túi xách/chai/cốc/hộp chứa thực phẩm riêng mua sắm ăn uống Mỗi có thể, tơi mua sản phẩm thân thiện với môi trường Tôi cố gắng thể quan tâm đến tình hình mơi trường cách mua sắm nơi có chủ trương bảo vệ mơi trường Mỗi có thể, tơi mua sắm/ăn uống cửa hàng/nhà hàng đề cao ý thức bảo vệ mơi trường Mỗi có thể, tơi mua sản phẩm đóng gói vật liệu tái sử dụng Anh chị cho biết mức độ đồng ý theo cách đánh dấu X vào bảng từ đến với thang điểm sau: (1) Không (2) 1-3 lần / tháng (4) 7-9 lần / tháng (5) Trên 10 lần / tháng (3) 4-6 lần / tháng H MỨC ĐỘ TIẾP XÚC VỚI CÁC THÔNG ĐIỆP TRÊN CÁC PHƯƠNG TRIỆN TRUYỀN THÔNG VỀ BẢO VỆ MƠI TRƯỜNG Tơi xem chương trình liên quan đến mơi trường truyền hình Tơi đọc tin nội dung liên quan đến môi trường mạng Internet Tôi đọc tin nội dung liên quan đến môi trường mạng xã hội CÁM ƠN SỰ THAM GIA CỦA ANH/CHỊ! APPENDIX 3: EFA RESULTS FOR ASSESSING MEASUREMENT SCALES APPENDIX 3.1: KMO AND BARTLETT’S TEST KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square df Sig .929 10662.217 496 0.000 APPENDIX 3.2: TOTAL VARIANCE EXPLAINED Total Variance Explained Extraction Sums of Squared Loadings Initial Eigenvalues Rotation Sums of Squared Loadings Component Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative % 11.496 35.924 35.924 11.49 35.924 35.924 4.885 15.265 15.265 4.710 14.720 50.644 4.710 14.720 50.644 4.328 13.526 28.791 2.196 6.862 57.507 2.196 6.862 57.507 4.001 12.503 41.295 1.453 4.542 62.049 1.453 4.542 62.049 3.080 9.625 50.920 1.331 4.160 66.208 1.331 4.160 66.208 2.463 7.698 58.617 1.203 3.758 69.966 1.203 3.758 69.966 2.369 7.403 66.020 1.054 3.293 73.259 1.054 3.293 73.259 2.316 7.238 73.259 732 2.288 75.546 591 1.847 77.394 10 563 1.759 79.153 11 526 1.643 80.796 12 490 1.530 82.326 13 459 1.435 83.761 14 428 1.337 85.098 15 408 1.274 86.372 16 378 1.182 87.554 17 357 1.117 88.671 18 340 1.062 89.733 19 324 1.013 90.746 20 309 964 91.710 21 298 932 92.642 22 280 875 93.517 23 261 815 94.332 24 255 798 95.130 25 246 770 95.900 26 223 697 96.597 27 217 677 97.275 28 214 668 97.942 29 187 586 98.528 30 177 552 99.080 31 152 474 99.555 32 143 445 100.000 Extraction Method: Principal Component Analysis APPENDIX 3.3: ROTATED COMPONENT MATRIXa Component Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization EM4 857 EM5 856 EM2 844 EM3 836 EM6 829 EM7 809 EM1 685 PECB3 776 PECB2 743 PECB5 690 PECB6 687 PECB4 668 PECB7 664 PECB1 580 IM4 814 IM5 760 IM2 720 IM1 670 IM3 600 PM2 841 PM1 790 PM4 785 PM3 752 PR3 827 PR1 793 PR2 772 PA1 819 PA3 795 PA2 742 PC1 820 PC2 766 PC3 683 162 APPENDIX 3.4: RELIABILITY, CONVERGENT VALIDITY, AND DISCRIMINANT VALIDITY OF MEASUREMENT SCALES Constructs Perceived competence Perceived autonomy Perceived relatedness Items Factor loading (EFA) Standardized factor loading (CFA) I feel confident that I reduce plastic use .820 0.790 I am able to reduce plastic use .766 0.814 I feel good about my ability to reduce plastic use .683 0.808 I have a say in choosing products to reduce plastic .819 0.760 I decide what less-plastic practices I take part in .742 0.894 I feel free to make my own decisions on how to reduce plastic use .795 0.767 I feel connected to the other people who it .793 0.80 I feel close to people who support plastic reduction .772 0.908 I feel a sense of belonging to others who reduce plastic use .827 0.881 Internal consistency reliability (ρ) AVE 846 650 850 660 897 750 Intrinsic motivation Extrinsic motivation I am interested in pro-environmental consumption behaviors .670 0.813 I have pleasure in pro-environmental consumption behaviors .720 0.853 I am satisfied with my pro-environmental consumption behaviors .600 0.728 I enjoy succeeding in pro-environmental consumption behaviors .814 0.863 I like the feeling I have after my pro-environmental consumption behaviors .760 0.831 Because I get discount on products I buy .685 0.809 Because I get extra quantity of food or drink I buy .844 0.860 Because I am given gifts by the shop .836 0.770 Because I am given vouchers for discount for next time shopping .857 0.764 Because I can redeem points for gift vouchers .856 0.666 164 908 670 0.923 0.640 Prosocial Motivation Proenvironmental consumption behaviors Because I can redeem points for store credit .829 0.822 Because I can buy paper or cloth bags at the shop at a discounted price .809 0.806 Because I care about benefiting others through benefiting others my pro-environmental consumption behaviors .790 0.838 Because I want to help others through my proenvironmental consumption behaviors .841 0.844 Because I want to have a positive impact on others through my pro-environmental consumption behaviors .752 0.806 Because it is important to me to good for others through my pro-environmental consumption behaviors .785 0.788 Whenever it is possible, I not buy products with plastic wrapping I shop at stores that promote “Reduce Single Use plastic” products I bring my own containers/bottles when I eat or drink out .580 0.875 0.640 907 590 0.664 743 0.760 776 0.676 I buy products that are friendly for the environment .668 0.875 I try to be pro-environmental by shopping at places that are known to be environmentally friendly .690 0.849 I shop or eat out at stores or restaurants which emphasize environmental protection .687 Whenever possible, I buy products which are packaged in recyclable materials .664 0.805 0.721 APPENDIX 3.5: TOTAL VARIANCE EXPLAINED (HARMAN’S SINGLE FACTOR) Component Initial Eigenvalues Total Extraction Sums of Squared Loadings % of Cumulative Total % of Variance Variance % 11.496 35.924 35.924 11.496 4.710 14.720 50.644 2.196 6.862 57.507 1.453 4.542 62.049 1.331 4.160 66.208 1.203 3.758 69.966 1.054 3.293 73.259 732 2.288 75.546 591 1.847 77.394 10 563 1.759 79.153 11 526 1.643 80.796 12 490 1.530 82.326 13 459 1.435 83.761 14 428 1.337 85.098 15 408 1.274 86.372 16 378 1.182 87.554 17 357 1.117 88.671 18 340 1.062 89.733 19 324 1.013 90.746 20 309 964 91.710 35.924 Cumulative % 35.924 21 298 932 92.642 22 280 875 93.517 23 261 815 94.332 24 255 798 95.130 25 246 770 95.900 26 223 697 96.597 27 217 677 97.275 28 214 668 97.942 29 187 586 98.528 30 177 552 99.080 31 152 474 99.555 32 143 445 100.000 Extraction Method: Principal Component Analysis 168 ... enhance the impact of intrinsic motivation on pro- environmental consumption behaviors for two main reasons First of all, prosocial motivation is considered to drive the behavior for the sake of other... to examine proenvironmental behaviors Last but not least, the consumption value theory explains the consumption of pro- environmental products in the relationship with values of the products 1.2.1... between intrinsic motivation and extrinsic motivation and the synergy between intrinsic motivation and prosocial motivation on pro- environmental consumption behaviors in the context of reducing single-use