A theoretical and empirical inquiry of eco-attitude, social motivation, and eco-label as incubators for sustainable consumption in Singapore

Abstract

Purpose – The overall aim of this research was to evaluate the influence of eco-attitude, motivation, and eco-label on buying eco-friendly products and services that will encourage sustainable consumption and reduce environment impact in Singapore. The aim was achieved by having identified key observed and latent constructs based on a research framework to determine the direct and indirect effects on sustainable consumption in Singapore. In the literature review, several schools of thoughts by examining normative, rational, humanist, behaviourist, comprehensive and partial/prescriptive decision-making theories and were used for discussion to derive the research framework.

Context – The research coincides with the launch of Singapore Green Plan 2030 on 10 February 2021. The context explained that Singapore being a small country and with effective government policies and public campaigns have improved residents’ overall attitude, motivation, and behaviour towards sustainable consumption. However, gaps still exist between Desire, Intention and Behaviour in real life and according to the research results.

Design of research approach – The research approach was based on deductive and critical science realism paradigm. An online quantitative research design was identified as the appropriate method for the empirical study. The research framework was constructed based on seven predictors, two mediators and one endogenous factor. Confirmatory Factor Analysis was done to test the robustness of the research framework to explain sustainable consumption in Singapore. Additionally, control and moderating factors were identified and were tested on the research framework. Data collection was done during the lock down period due to Covid-19 pandemic in Singapore. Online survey was done as an appropriate data collection method during the pandemic.

Findings – Confirmatory Factor analysis (CFA) and Structured Equation Modelling (SEM) were used to determine the reliability of the research framework and validity of the constructs. All latent factors were tested to be relevant and significant to the framework. Common Method Variance was conducted to ensure that the variables of framework were correctly selected. Direct method using Structural Model analysis has proven that the seven antecedents did drive Desire for sustainable consumption. The control factor has tested for influence on the framework. One moderator has strengthened the positive relationship between Intention and behaviour. Indirect effects have been proven to work for all predictors or antecedents to influence sustainable consumption through the mediators – Desire and Intention. There are no significant moderating effects from demographic factors.

Research limitations – If the research framework were done in a similar context, the observed items should be perceived similarly by the research respondents so that the constructs would be predictive of the sustainable consumption.

Practical implications – The findings are practical for public policy makers in the launch of national campaigns to accomplish intermediary goals like the Singapore Green Plan 2030. Business decision makers could work on the seven antecedents, two mediators, one control factor, and one moderator that shape consumer behaviour in marketing and promotional campaigns. The direct and indirect effects should be monitored to determine if there is need for changes in marketing and retailing strategy.

Originality – This research provides original insights to social motivation and trust eco-label leading to sustainable consumption in addition to embedded eco-attitude and goal-directed behaviour theory of motivation.