Effects of institutions on the eco-brand orientation of millennial consumers: a social cognitive perspective

Roxas, HB; Marte, R

Effects of institutions on the eco-brand orientation of millennial consumers: a social cognitive perspective

Roxas, HB Marte, R

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Publisher:: Emerald
Publication Type:: Journal Article
Citation:: Journal of Consumer Marketing, 2022, 39, (1), pp. 93-105
Issue Date:: 2022-02-09

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Field	Value	Language
dc.contributor.author	Roxas, HB
dc.contributor.author	Marte, R
dc.date.accessioned	2023-03-09T06:02:42Z
dc.date.available	2023-03-09T06:02:42Z
dc.date.issued	2022-02-09
dc.identifier.citation	Journal of Consumer Marketing, 2022, 39, (1), pp. 93-105
dc.identifier.issn	0736-3761
dc.identifier.uri	http://hdl.handle.net/10453/166831
dc.description.abstract	<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>Given the lucrative millennial or generation Y market across the globe, this study aims to draw on social cognitive and institutional theories to tease out the crucial roles of regulatory and social pressures in shaping the eco-brand orientation of millennial consumers. The study focuses on millennials from a developing country – a context that is less explored in the literature on the social and institutional perspectives of green consumer behaviour.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>Using data from a survey of 354 millennial consumers in the Philippines, the authors tested the hypotheses on the effects of two types of institutional pressures (social and regulatory) on the key constructs espoused by social cognitive theory. The authors followed the partial least square approach to path analysis to determine the significant empirical relationships and linkages of the constructs contained in the proposed model.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>The results highlight the significant influence of the social-institutional environment on the internal drivers of millennials' orientation towards green or environmentally sustainable brands.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Research limitations/implications</jats:title> <jats:p>Although the sample size has generalisability-related constraints, the findings extend the current understanding of green millennial consumer behaviour from a social cognitive perspective by highlighting the role of institutions – a concept that is less explored in the marketing and consumer behaviour literature.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>It provides valuable business and policy insights and directions for future research on how business enterprises such as producers, manufacturers, retailers and marketers can influence millennial consumers’ orientation towards green brands.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This study uses data from a survey of millennial consumers in the Philippines. The study extends the ambit of social cognitive theory by drawing on institutional theory to highlight the role of institutional social pressures on sustainable consumer behaviour.</jats:p> </jats:sec>
dc.language	en
dc.publisher	Emerald
dc.relation.ispartof	Journal of Consumer Marketing
dc.relation.isbasedon	10.1108/jcm-11-2020-4262
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	15 Commerce, Management, Tourism and Services
dc.subject.classification	Marketing
dc.title	Effects of institutions on the eco-brand orientation of millennial consumers: a social cognitive perspective
dc.type	Journal Article
utslib.citation.volume	39
utslib.for	15 Commerce, Management, Tourism and Services
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Management Discipline
utslib.copyright.status	closed_access	*
dc.date.updated	2023-03-09T06:02:40Z
pubs.issue	1
pubs.publication-status	Published
pubs.volume	39
utslib.citation.issue	1

Abstract:

Purpose Given the lucrative millennial or generation Y market across the globe, this study aims to draw on social cognitive and institutional theories to tease out the crucial roles of regulatory and social pressures in shaping the eco-brand orientation of millennial consumers. The study focuses on millennials from a developing country – a context that is less explored in the literature on the social and institutional perspectives of green consumer behaviour. Design/methodology/approach Using data from a survey of 354 millennial consumers in the Philippines, the authors tested the hypotheses on the effects of two types of institutional pressures (social and regulatory) on the key constructs espoused by social cognitive theory. The authors followed the partial least square approach to path analysis to determine the significant empirical relationships and linkages of the constructs contained in the proposed model. Findings The results highlight the significant influence of the social-institutional environment on the internal drivers of millennials' orientation towards green or environmentally sustainable brands. Research limitations/implications Although the sample size has generalisability-related constraints, the findings extend the current understanding of green millennial consumer behaviour from a social cognitive perspective by highlighting the role of institutions – a concept that is less explored in the marketing and consumer behaviour literature. Practical implications It provides valuable business and policy insights and directions for future research on how business enterprises such as producers, manufacturers, retailers and marketers can influence millennial consumers’ orientation towards green brands. Originality/value This study uses data from a survey of millennial consumers in the Philippines. The study extends the ambit of social cognitive theory by drawing on institutional theory to highlight the role of institutional social pressures on sustainable consumer behaviour.

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http://hdl.handle.net/10453/166831