Selected Psychological Factors Predicting Customer Citizenship Behaviours: An Environmentally Friendly Context
DOI:
https://doi.org/10.25159/1998-8125/15927Keywords:
customer citizenship, green, product quality, self-control, sustainabilityAbstract
Purpose: Viable business opportunities may be lost when customers revert to unsuitable brands owing to the misreading of brand label information or a lack of understanding of the quality and value of the focal business’s green product offering. Accordingly, this research seeks to advance understanding of selected psychological factors influencing customer citizenship advocacy and personal initiative behaviours in an environmentally friendly context that may aid fellow customers in making more informed and responsible purchase decisions.
Design/Methodology/Approach: A research model was examined, assessing the influence of green attitude, consumer self-confidence, and self-control against criticism on customer citizenship advocacy and personal initiative behaviours in an environmentally friendly context. Survey research was conducted among customers in South Africa who had previously advised others to avoid products that may be harmful to society. Structural equation modelling was applied in the assessment of the research data and to conclude on the hypotheses formulated.
Findings: All hypothesised relationships were supported, except for the relationship between self-control against criticism and personal initiative behaviours.
Originality: Novel insight is provided into the extent to which green attitude, as well as psychological factors relating to how customers perceive and regulate themselves during their interactions with other customers, may influence customer citizenship advocacy and personal initiative behaviours in an environmentally friendly context. Accordingly, the model offers a starting point for green manufacturing businesses and policymakers to develop programmes that may facilitate the desired customer citizenship behaviours, which could contribute to fellow customers purchasing quality green products.
Metrics
References
Abbas, Jawad. 2020. “Impact of Total Quality Management on Corporate Green Performance through the Mediating Role of Corporate Social Responsibility.” Journal of Cleaner Production 242: 118458. https://doi.org/10.1016/j.jclepro.2019.118458
Adelmann, Pamela K. 1987. “Occupational Complexity, Control, and Personal Income: Their Relation to Psychological Well-being in Men and Women.” Journal of Applied Psychology 72 (4): 529–537. https://doi.org/10.1037/0021-9010.72.4.529
Alamsyah, D., N. Othman, and H. Mohammed. 2020. “The Awareness of Environmentally Friendly Products: The Impact of Green Advertising and Green Brand Image.” Management Science Letters10 (9): 1961–1968.
Antonetti, Paolo, and Stan Maklan. 2015. “How Categorisation Shapes the Attitude-behaviour Gap in Responsible Consumption.” International Journal of Market Research 57 (1): 51–72. https://doi.org/10.2501/IJMR-2015-005
Arli, Denni, and Cheryl Leo. 2017. “Why Do Good People Do Bad Things? The Effect of Ethical Ideology, Guilt Proneness, and Self-control on Consumer Ethics.” Asia Pacific Journal of Marketing and Logistics 29 (5): 1055–1078. https://doi.org/10.1108/APJML-11-2016-0218
Baumeister, Roy F., and Jessica L. Alquist. 2009. “Is There a Downside to Good Self-control?” Self and Identity 8 (2–3): 115–130. https://doi.org/10.1080/15298860802501474
Baumeister, Roy F., and Julie Juola Exline. 1999. “Virtue, Personality, and Social Relations: Self-control as the Moral Muscle.” Journal of Personality 67 (6): 1165–1194. https://doi.org/10.1111/1467-6494.00086
Bearden, William O., David M. Hardesty, and Randall L. Rose. 2001. “Consumer Self-confidence: Refinements in Conceptualization and Measurement.” Journal of Consumer Research 28 (1): 121–134. https://doi.org/10.1086/321951
Beck, Lisa, and Icek Ajzen. 1991. “Predicting Dishonest Actions Using the Theory of Planned Behavior.” Journal of Research in Personality 25 (3): 285–301. https://doi.org/10.1016/0092-6566(91)90021-H
Blair, James Robert, Prachi Gala, and Matthew Lunde. 2022. “Dark Triad-consumer Behavior Relationship: The Mediating Role of Consumer Self-confidence and Aggressive Interpersonal Orientation.” Journal of Consumer Marketing 39 (2): 145–165. https://doi.org/10.1108/JCM-07-2020-3981
Bove, Liliana L., Simon J. Pervan, Sharon E. Beatty, and Edward Shiu. 2009. “Service Worker Role in Encouraging Customer Organizational Citizenship Behaviors.” Journal of Business Research 62 (7): 698–705. https://doi.org/10.1016/j.jbusres.2008.07.003
Byrne, Barbara M. 2001. Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming. Mahwah, NJ: Lawrence Erlbaum, Mahwah.
Cai, Z., Y. Xie, and F. X. Aguilar. 2017. “Eco-label Credibility and Retailer Effects on Green Product Purchasing Intentions.” Forest Policy and Economics 80: 200–208.
Camplisson, Cian, and Kathryn Cormican. 2023. “Analysis of Emotional Intelligence in Project Managers: Scale Development and Validation.” Procedia Computer Science 219: 1777–1784. https://doi.org/10.1016/j.procs.2023.01.473
Campos, Patrícia de Oliveira, Cristiane Salomé Ribeiro Costa, and Marconi Freitas da Costa. 2023. “Relationship between Personality Traits and Consumer Rationality Regarding the Intention to Purchase Collaborative Fashion.” Journal of Fashion Marketing and Management 27 (1): 42–60. https://doi.org/10.1108/JFMM-02-2021-0049
Çavuşoğlu, Sinan, Bülent Demirağ, Eddy Jusuf, and Ardi Gunardi. 2020, “The Effect of Attitudes toward Green Behaviors on Green Image, Green Customer Satisfaction and Green Customer Loyalty.” GeoJournal of Tourism and Geosites 33 (4): 1513–1519. https://doi.org/10.30892/gtg.334spl10-601
Chaouali, Walid, Nizar Souiden, and Christian M. Ringle. 2021. “Elderly Customers’ Reactions to Service Failures: The Role of Future Time Perspective, Wisdom and Emotional Intelligence.” Journal of Services Marketing 35 (1): 65–77. https://doi.org/10.1108/JSM-08-2019-0318
Chelminski, Piotr, and Robin A. Coulter. 2011. “An Examination of Consumer Advocacy and Complaining Behavior in the Context of Service Failure.” Journal of Services Marketing 25 (5): 361–370. https://doi.org/10.1108/08876041111149711
Effah, Ebenezer Asare, and Robert E. Hinson. 2022. “Green Brand Equity in an Emerging Economy: Ghana in Perspective.” Green Marketing in Emerging Economies: A Communications Perspective, 193–224.
Fornell, Claes, and David F. Larcker. 1981. “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error.” Journal of Marketing Research 18 (1): 39–50. https://doi.org/10.2307/3151312
Frese, Michael, and Doris Fay. 2001. “Personal Initiative: An Active Performance Concept for Work in the 21st Century.” Research in Organizational Behavior 23: 133–187. https://doi.org/10.1016/S0191-3085(01)23005-6
Gouda, Sirish Kumar, Prakash Awasthy, Krishnan T. S., and Sreedevi R. 2019. “What Does ‘Green Quality’ Really Mean?” The TQM Journal 31 (1): 52–69. https://doi.org/10.1108/TQM-06-2018-0080
Groth, Markus. 2005. “Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries.” Journal of Management 31 (1): 7–27. https://doi.org/10.1177/0149206304271375
Ha, Sejin, and Yun Jung Lee. 2011. “Determinants of Consumer‐Driven Healthcare: Self‐Confidence in Information Search, Health Literacy, and Trust in Information Sources.” International Journal of Pharmaceutical and Healthcare Marketing 5 (1): 8–24. https://doi.org/10.1108/17506121111121550
Hair, Joseph F., Jr., William C. Black, Barry J. Babin, and Rolph E. Anderson. 2019. Multivariate Data Analysis. 8th edition. Andover, Hampshire: Cengage.
Huang, Yi-Chun, Minli Yang, and Yu-Chun Wang. 2014. “Effects of Green Brand on Green Purchase Intention.” Marketing Intelligence and Planning 32 (3): 250–268. https://doi.org/10.1108/MIP-10-2012-0105
Huma, Sehrish, Waqar Ahmed, and Sohaib Uz Zaman. 2023. “The Impact of Supply Chain Quality Integration on a Firm’s Sustainable Performance.” The TQM Journal. https://doi.org/10.1108/TQM-05-2022-0167
Hwang, Jinsoo, and Seong Ok Lyu. 2020. “Relationships among Green Image, Consumer Attitudes, Desire, and Customer Citizenship Behavior in the Airline Industry.” International Journal of Sustainable Transportation 14 (6): 437–447. https://doi.org/10.1080/15568318.2019.1573280
Iovino, R., F. Testa, and F. Iraldo. 2024. “Do Consumers Understand what Different Green Claims actually Mean? An Experimental Approach in Italy.” Journal of Advertising 53 (2): 200–214.
Jamil, Khalid, Zahid Hussain, Rana Faizan Gul, Muhammad Asim Shahzad, and Ahsan Zubair. 2022. “The Effect of Consumer Self-confidence on Information Search and Share Intention.” Information Discovery and Delivery 50 (3): 260–274. https://doi.org/10.1108/IDD-12-2020-0155
Jayasimha, K. R., and Aditya Billore. 2016. “I Complain for Your Good? Re-examining Consumer Advocacy.” Journal of Strategic Marketing 24 (5): 360–376. https://doi.org/10.1080/0965254X.2015.1011204
Kakkar, Shiva, Anurag Dugar, and Rajneesh Gupta. 2022. “Decoding the Sustainable Consumer: What Yoga Psychology Tells Us About Self-control and Impulsive Buying?” South Asian Journal of Business Studies 11 (3): 276–294. https://doi.org/10.1108/SAJBS-03-2020-0083
Kao, T. F., and Y. Z. Du. 2020. “A Study on the Influence of Green Advertising Design and Environmental Emotion on Advertising Effect.” Journal of Cleaner Production 242: 118294.
Koman, Elizabeth Stubbs, and Steven B. Wolff. 2008. “Emotional Intelligence Competencies in the Team and Team Leader: A Multi-level Examination of the Impact of Emotional Intelligence on Team Performance.” Journal of Management Development 27 (1): 55–75. https://doi.org/10.1108/02621710810840767
Kumar, P., M. Polonsky, Y. K. Dwivedi, and A. Kar. 2021. “Green Information Quality and Green Brand Evaluation: The Moderating Effects of Eco-label Credibility and Consumer Knowledge.” European Journal of Marketing 55 (7): 2037–2071. https://doi.org/10.1108/EJM-10-2019-0808
Kumari, Kalpina, Jawad Abbas, Jinsoo Hwang, and Lucian Ionel Cioca. 2022. “Does Servant Leadership Promote Emotional Intelligence and Organizational Citizenship Behavior among Employees? A Structural Analysis.” Sustainability 14 (9): 5231. https://doi.org/10.3390/su14095231
Le, Andrea, Kim-Lim Tan, Siew-Siew Yong, Pichsinee Soonsap, Caple Jun Lipa, and Hiram Ting. 2022. “Perceptions Towards Green Image of Trendy Coffee Cafés and Intention to Re-patronage: The Mediating Role of Customer Citizenship Behavior.” Young Consumers 23 (2): 165–178. https://doi.org/10.1108/YC-03-2021-1291
Melbye, Elisabeth Lind, and Merete Hagen Helland. 2018. “Soft Drinks for Lunch? Self-control, Intentions and Social Influences.” British Food Journal 120 (8): 1735–1748. https://doi.org/10.1108/BFJ-11-2017-0605
Merle, Aurélie, Jean-Louis Chandon, Elyette Roux, and Fabrice Alizon. 2010. “Perceived Value of the Mass‐Customized Product and Mass Customization Experience for Individual Consumers.” Production and Operations Management 19 (5): 503–514. https://doi.org/10.1111/j.1937-5956.2010.01131.x
Mpinganjira, Mercy. 2016. “Antecedents of Citizenship Behaviour in Online Customer Communities: An Empirical Investigation.” South African Journal of Information Management 18 (2): a725. https://doi.org/10.4102/sajim.v18i2.725
Natarajan, Thamaraiselvan, Deepak V. Ramanan, and Jegan Jayapal. 2023. “Does Pickup Service Quality Explain Buy Online Pickup In-store Service User’s Citizenship Behavior? Moderating Role of Product Categories and Gender.” The TQM Journal 35 (8): 2547–2571. https://doi.org/10.1108/TQM-10-2022-0297
Nightingale, Suzanne, Helen Spiby, Kayleigh Sheen, and Pauline Slade. 2018. “The Impact of Emotional Intelligence in Health Care Professionals on Caring Behaviour towards Patients in Clinical and Long-term Care Settings: Findings from an Integrative Review.” International Journal of Nursing Studies 80: 106–117. https://doi.org/10.1016/j.ijnurstu.2018.01.006
Obilor, E. I. 2023. “Convenience and Purposive Sampling Techniques: Are they the same.” International Journal of Innovative Social and Science Education Research 11 (1): 1–7.
Peariasamy, Suguna Devi, Zoharah Omar, Ramli Basri, and Siti Noormi Alias. 2020. “Magnitude of Role-breadth Self-efficacy in Teacher Proactive Work Behaviour.” International Journal of Academic Research in Business and Social Sciences 10 (7): 446–459. http://dx.doi.org/10.6007/IJARBSS/v10-i7/7434
Prati, L. Melita, Ceasar Douglas, Gerald R. Ferris, Anthony P. Ammeter, and M. Ronald Buckley. 2003. “Emotional Intelligence, Leadership Effectiveness, and Team Outcomes.” The International Journal of Organizational Analysis 11 (1): 21–40. https://doi.org/10.1108/eb028961
Priyashantha, K. G., and Yogendran Priyangaa. 2022. “Impact of Green Human Resource Management on Employee Green Behavior: The Mediating Role of Green Attitude.” Indonesian Journal of Sustainable Accounting and Management 6 (2): 378–389. https://doi.org/10.28992/ijsam.v6i2.674
Rego, Arménio, and Cláudia Fernandes. 2005. “Inteligência Emocional: Contributos Adicionais para a Validação de um Instrumento de Medida” [Emotional Intelligence: Further Contributions for Validating a Measurement Instrument]. Psicologia 19 (1/2): 139–167. https://doi.org/10.17575/rpsicol.v19i1/2.401
Rego, Arménio, Filipa Sousa, Miguel Pinha e Cunha, Anabela Correia, and Irina Saur-Amaral. 2007. “Leader Self-reported Emotional Intelligence and Perceived Employee Creativity: An Exploratory Study.” Creativity and Innovation Management Journal 16 (3): 250–264. https://doi.org/10.1111/j.1467-8691.2007.00435.x
Rego, Arménio, Lucinda Godinho, Anne McQueen, and Miguel P. Cunha. 2010. “Emotional Intelligence and Caring Behaviour in Nursing.” The Service Industries Journal 30 (9): 1419–1437. https://doi.org/10.1080/02642060802621486
Rodrigues, Ana Paula, Filipa Eira Jorge, Carlos André Pires, and Patrícia António. 2019. “The Contribution of Emotional Intelligence and Spirituality in Understanding Creativity and Entrepreneurial Intention of Higher Education Students.” Education + Training 61 (7/8): 870–894. https://doi.org/10.1108/ET-01-2018-0026
Shrestha, Noora. 2021. “Factor Analysis as a Tool for Survey Analysis.” American Journal of Applied Mathematics and Statistics 9 (1): 4–11. https://doi.org/10.12691/ajams-9-1-2
Sohaib, Muhammad, Yan Wang, Kashif Iqbal, and Heesup Han. 2022. “Nature-based Solutions, Mental Health, Well-being, Price Fairness, Attitude, Loyalty, and Evangelism for Green Brands in the Hotel Context.” International Journal of Hospitality Management 101: 103126. https://doi.org/10.1016/j.ijhm.2021.103126
Solesvik, Marina Z. 2017. “A Cross-national Study of Personal Initiative as a Mediator between Self-efficacy and Entrepreneurial Intentions.” Journal of East-West Business 23 (3): 215–237. https://doi.org/10.1080/10669868.2017.1306821
Stanton, Jeffrey M., Evan F. Sinar, William K. Balzer, and Patricia C. Smith. 2002. “Issues and Strategies for Reducing the Length of Self-report Scales.” Personnel Psychology 55 (1): 167–194. https://doi.org/10.1111/j.1744-6570.2002.tb00108.x
Stroppa, Christina, and Erika Spieß. 2011. “International Assignments: The Role of Social Support and Personal Initiative.” International Journal of Intercultural Relations 35 (2): 234–245. https://doi.org/10.1016/j.ijintrel.2010.09.008
Struwig, Miemie, and Chris Adendorff. 2018. “Consumers’ Perception of Eco-labels in South Africa.” Athens Journal of Business and Economics 4 (2): 163–177. https://doi.org/10.30958/ajbe.4.2.3
Teng, Yi-Man, Kun-Shan Wu, and Hsiao-Hui Liu. 2015. “Integrating Altruism and the Theory of Planned Behavior to Predict Patronage Intention of a Green Hotel.” Journal of Hospitality and Tourism Research 39 (3): 299–315. https://doi.org/10.1177/1096348012471383
Tiep, Nguyen Cong, Mengqi Wang, Muhammad Mohsin, Hafiz Waqas Kamran, and Farzaneh Ahmadian Yazdi. 2021. “An Assessment of Power Sector Reforms and Utility Performance to Strengthen Consumer Self-confidence towards Private Investment.” Economic Analysis and Policy 69: 676–689. https://doi.org/10.1016/j.eap.2021.01.005
Utkarsh, Sunanda Sangwan, and Pallavi Agarwal. 2019. “Effect of Consumer Self‐Confidence on Information Search and Dissemination: Mediating Role of Subjective Knowledge.” International Journal of Consumer Studies 43 (1): 46–57. https://doi.org/10.1111/ijcs.12482
Van Tonder, Estelle, Sam Fullerton, and Leon T. de Beer. 2020. “Cognitive and Emotional Factors Contributing to Green Customer Citizenship Behaviours: A Moderated Mediation Model.” Journal of Consumer Marketing 37 (6): 639–650. https://doi.org/10.1108/JCM-06-2019-3268
Van Tonder, E., S. Fullerton, L. T. de Beer, and S. G. Saunders. 2023. “Social and Personal Factors Influencing Green Customer Citizenship Behaviours: The Role of Subjective Norm, Internal Values and Attitudes.” Journal of Retailing and Consumer Services 71: 103190. https://doi.org/10.1016/j.jretconser.2022.103190
Veale, Roberta. 2008. “Sensing or Knowing? Investigating the Influence of Knowledge and Self-confidence on Consumer Beliefs Regarding the Effect of Extrinsic Cues on Wine Quality.” International Journal of Wine Business Research 20 (4): 352–366. https://doi.org/10.1108/1751106081091452
Wang, Xiaomei, Yangli Gu, Haohang Xin, Peiling Qiu, and Jia Wang. 2022. “The Role of Product Cues and Regulatory Focus in the Consumers’ Response to Green Products: The Mediation Effects of Green Attitudes.” Frontiers in Psychology 13: 918248. https://doi.org/10.3389/fpsyg.2022.918248
Weigel, R. H. 1983. “Environmental Attitudes and the Prediction of Behavior.” In Environmental Psychology: Directions and Perspectives, edited by Nickolaus R. Feimer, and E. Scott. Geller, 257–287. New York, NY: Praeger.
Wien, Anders Hauge, and Svein Ottar Olsen. 2017. “Producing Word of Mouth: A Matter of Self-confidence? Investigating a Dual Effect of Consumer Self-confidence on WOM.” Australasian Marketing Journal 25 (1): 38–45. https://doi.org/10.1016/j.ausmj.2017.01.005
Wollny, Anna, Doris Fay, and Tina Urbach. 2016. “Personal Initiative in Middle Childhood: Conceptualization and Measurement Development.” Learning and Individual Differences 49: 59–73. https://doi.org/10.1016/j.lindif.2016.05.004
Yi, Youjae and Taeshik Gong. 2013. “Customer Value Co-creation Behavior: Scale Development and Validation.” Journal of Business Research 66 (9): 1279–1284. https://doi.org/10.1016/j.jbusres.2012.02.026
Zaremohzzabieh, Zeinab, Normala Ismail, Seyedali Ahrari, and Asnarulkhadi Abu Samah 2021. “The Effects of Consumer Attitude on Green Purchase Intention: A Meta-analytic Path Analysis.” Journal of Business Research 132: 732–743. https://doi.org/10.1016/j.jbusres.2020.10.053
Zhou, Jing, and Jennifer M. George. 2003. “Awakening Employee Creativity: The Role of Leader Emotional Intelligence.” The Leadership Quarterly 14 (4–5): 545–568. https://doi.org/10.1016/S1048-9843(03)00051-1
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Estelle van Tonder, Daniel J Petzer, Sam Fullerton
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Accepted 2024-06-05
Published 2024-06-18
