THE ROLE OF SELF-DETERMINED MOTIVATION IN THE UNDERSTANDING OF ATTITUDES AND INTENTIONS TO BUY GREEN PRODUCTS

Authors

  • Myriam Martínez Fiestas (Universidad de Granada) DEPARTAMENTO DE COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS DE LA UNIVERSIDAD DE GRANADA

Abstract

This paper analyzes the degree to which environmental self-determined motivation of individuals contributes to the formation of attitudes towards sustainable behavior. To this end, a theoretical model in which self-determined influences attitudes, and these attitudes influence the behavioral intention to purchase products that are environmentally friendly has been developed. Through an online survey, a sample of 715 individuals was obtained. Structural equation analysis concludes that the self-determined motivation positively and directly influences the attitude towards behaviors that mitigate the effects of climate change, and determines positively and indirectly the frequency with which individuals intend to behave.

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Author Biography

  • Myriam Martínez Fiestas (Universidad de Granada), DEPARTAMENTO DE COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS DE LA UNIVERSIDAD DE GRANADA

    Profesora Sustituta Interina a Tiempo Completo en el Departamento de Comercialización e Investigación de Mercados de la Universidad de Granada.

    Licenciada en Derecho y Administración y Dirección de Empresas.

    Master en Marketing y Comportamiento del Consumidor.

    Doctora en Ciencias Económicas y Empresariales.

     

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Published

2013-01-10

Issue

No. 2 (2012): Número 2/2012, Época 2

Section

TRIBUNE

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How to Cite

Martínez Fiestas (Universidad de Granada), M. (2013). THE ROLE OF SELF-DETERMINED MOTIVATION IN THE UNDERSTANDING OF ATTITUDES AND INTENTIONS TO BUY GREEN PRODUCTS. Revista De Estudios Empresariales. Second Era, 2. https://revistaselectronicas.ujaen.es/index.php/REE/article/view/707