Anti-consumption: Investigating the role of socio-psychological factors in motivating customers to help other customers not to shop

Abstract

Background: Consumers are known to help others engage in consumption and anti-consumption practices. It is argued that behavioural involvement and social norm perceptions may motivate customers to help other customers engage in anti-consumption practices. Aim: This study aims to investigate the role of behavioural involvement (psychological factor) and social norm perceptions (social factor) in motivating customers to help other customers engage in anti-consumption practices. Setting: A self-administered survey was sent by a research agency to South African respondents aged 18 and older, who generally advise other customers about suitable anti-consumption practices. Method: A quantitative study was undertaken and respondents were selected using purposive sampling. A total of 476 useable responses were collected. Furthermore, descriptive statistics, reliability testing, and multiple regressions were undertaken to test the study’s hypotheses. Results: Three of the four behavioural involvement factors tested are significant predictors of helping; while two of the social norm factors tested are significant predictors of helping. Marketers’ inappropriate actions impact negatively on their customers’ behaviour, but a more far-reaching consequence is that their customers are willing to help others engage in anti-consumption practices. Conclusion: Behavioural involvement and social norm perceptions motivate customers to help other customers engage in anti-consumption practices. Contribution: The study uncovers the role of socio-psychological factors in motivating customers to help other customers avoid brands that may be harmful towards society.

Keywords

• anti-consumption
• helping
• social norms
• behavioural involvement
• socio-psychological factors