Original Research

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

Daniel J. Petzer, Estelle van Tonder, Sam Fullerton
South African Journal of Economic and Management Sciences | Vol 26, No 1 | a5110 | DOI: https://doi.org/10.4102/sajems.v26i1.5110 | © 2023 Daniel J. Petzer, Estelle van Tonder, Sam Fullerton | This work is licensed under CC Attribution 4.0
Submitted: 03 April 2023 | Published: 03 November 2023

About the author(s)

Daniel J. Petzer, Henley Business School Africa, Johannesburg Department of Marketing Management, Faculty of Economic and Management Sciences, University of Pretoria, Pretoria, South Africa
Estelle van Tonder, Department of Marketing and Retail Management, University of South Africa, Pretoria, South Africa
Sam Fullerton, North-West University Business School, North-West University, Potchefstroom, South Africa

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

JEL Codes

M30: General; M31: Marketing; M39: Other

Sustainable Development Goal

Goal 12: Responsible consumption and production

Metrics

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