Changing the marketplace one behavior at a time: Perceived marketplace influence and sustainable consumption

R. Bret Leary, Richard J. Vann, John D. Mittelstaedt, Patrick E. Murphy, John F. Sherry

Research output: Contribution to journalArticlepeer-review

50 Scopus citations

Abstract

This study introduces the construct of Perceived Marketplace Influence (PMI) and investigates its role in mediating the relationship between environmental concern and sustainable consumption behavior. A nationwide survey shows that Perceived Marketplace Influence plays an important role in mediating the relationship between concern and behavior, providing an explanation for prior inconsistencies in this relationship. Accordingly, Perceived Marketplace Influence plays a purposeful role in transforming environmental concern into behavior. This project extends previous research on the relationship between values, beliefs, and behavior by showing that one's perception of influence on the marketplace behavior of others significantly influences one's own marketplace behavior. Improved understanding of this relationship provides updated guidance to firms and policymakers for projecting and encouraging sustainable consumption behavior.

Original languageEnglish (US)
Pages (from-to)1953-1958
Number of pages6
JournalJournal of Business Research
Volume67
Issue number9
DOIs
StatePublished - Sep 2014

All Science Journal Classification (ASJC) codes

  • Marketing

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