Consumers’ Sustainable Choice between Gas and Electric Scooter
Daisy Lily M. Balanquit *
College of Business Administration, University of Eastern Philippines, Philippines.
Reann G. Asinas
College of Business Administration, University of Eastern Philippines, Philippines.
Alyssa R. De Veyra
College of Business Administration, University of Eastern Philippines, Philippines.
*Author to whom correspondence should be addressed.
Abstract
Aims: To investigate consumers’ sustainable choice behavior between gas and electric scooters, as predicted by consumers’ felt responsibility for sustainability anchored on norm activation theory.
Study Design: Quantitative research approach using cross-sectional online survey design.
Place and Duration of Study: The data came from faculty employees of a state university in the Philippines between August to September 2020.
Methodology: 109 responses from faculty employees were analyzed. Hypotheses were tested for regression using Jamovi.
Conclusion: This study added empirical evidence on the applicability of consumers’ felt responsibility for sustainability as a predictor of sustainable choice behavior and answered the call for more studies that would promote a better understanding of the concept of sustainable consumption. The findings provided important implications on how marketers and managers can promote pro-environmental products such as electric scooters and boost sustainable consumption among buyers in an identified community.
Keywords: Consumer felt responsibility, norm activation theory, sustainable marketing