Understanding the Effects of Social Norms and Knowledge on Socially Responsible Consumer Behavior (SRCB) DISSERTATION Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Tae-Im Han Graduate Program in Fashion and Retail Studies The Ohio State University 2014 Dissertation Committee: Professor Leslie Stoel, Advisor Associate Professor Catherine Montalto Associate Professor Sharon Seiling Copyrighted by Tae-Im Han 2014 Abstract Growing consumer awareness about the environmental and social impact of consumption has led to an increase in demand for more socially responsible product alternatives. This dissertation examined diverse aspects of consumer behaviors associated with socially responsible products to contribute to a better understanding of socially responsible consumer behavior (SRCB). It consisted of three main studies and a major focus was placed on examining whether, and to what extent, social norms and product knowledge affect purchase of socially responsible products. Study 1 conducted a meta- analysis of previous consumer studies involving a wide range of product types and ethical issues. Study 2 examined the influence of different types of social norms and product knowledge on consumers’ purchase of organic cotton and fair-trade apparel. Structural equation modeling (SEM) and ANOVA were used to test the cause-effect relationships among constructs and to compare the results between the two product groups. Study 3 examined the efficacy of using social media to increase product knowledge and promote SRCB, particularly focusing on the role of information format and information characteristics. Similar to Study 2, SEM and ANOVA were used to test the hypotheses of Study 3. All three studies from this dissertation shared a topic of identifying significant factors that influence purchase decisions of socially responsible products. Each study is ii designed to build upon and complement the findings from other studies. To begin with, Study 1 reviewed applications of theory of planned behavior (TPB) in previous SRCB literature and verified the theory’s efficacy to explain purchase behaviors in this study domain. An interesting finding from Study 1 was that consumers’ purchase intention had an especially strong relationship with subjective norms which was in contrast to previous studies that suggested a weak association between subjective norms and behavioral intention. This result indicated that the influence of significant others in one’s social environment is critical in the SRCB context. Study 2 enhanced our knowledge about the influence of social norms on SRCB by distinguishing the concept into two distinct types: injunctive and descriptive norms. Injunctive norms were more effective in encouraging positive attitudes while descriptive norms had a stronger effect on increasing purchase intentions. The two types of social norms had independent effects on purchase behavior of socially responsible apparel products. Additionally, Study 2 confirmed the important role of knowledge in the purchase process of these products. Both objective and subjective knowledge significantly influenced attitude toward purchasing the products. Hence, taking into account such findings that confirm the important role of social norms and product knowledge, Study 3 examined ways to increase knowledge level and to motivate purchase related to socially responsible products, particularly by testing the effectiveness of information formats and information characteristics which are commonly features of social media. The results demonstrated a significant impact of information iii format on consumers’ cognitive and affective responses and information characteristics (i.e., information quantity and quality) on knowledge enhancement. This dissertation as a whole contributed to a better understanding of socially responsible consumers by providing detailed information about the effect of social norms and product knowledge on their purchase decisions. Based on the findings, theoretical and practical implications are presented. Potential limitations of these studies and future research directions are also suggested. iv Acknowledgments I would like to express the deepest appreciation to my advisor, Dr. Leslie Stoel. Her constant support and encouragement have made my experience in graduate school an enjoyable and rewarding journey. This dissertation would not have been possible without her guidance. I would also like to thank Dr. Catherine Montalto and Dr. Sharon Seiling for serving as my committee members. Their constructive suggestions and comments have helped me develop ideas and expand my understanding of the research topic. Furthermore, I would like to thank my fellow graduate students from the Consumer Sciences program. They have been a great resource from the beginning of my Ph.D. studies. Hwe-Won Kim has also made my life at Columbus more meaningful. I will always fondly remember our stimulating discussions while rushing to meet our deadlines and all the fun we had together in the last four years. Finally, I must thank my family. Words cannot express how grateful I am to each member of my family for their love, help, and sacrifice throughout my studies. I dedicate this dissertation to my mother, Yehwa Jun, who has always encouraged me to enjoy the process of learning and to follow my dreams wherever they might lead me. v Vita March, 1980 ...................................................Born- Seoul, Korea 2005................................................................B.S. Clothing and Textiles, Ewha Womans University 2010................................................................M.A. Clothing and Textiles, Ewha Womans University 2010 to 2013 .................................................Graduate Teaching Associate, Department of Human Sciences, The Ohio State University Publications Research Publications 1. Han, T. & Rudd, N. (accepted). Images of beauty: Race, gender, age, and occupational analysis of fashion magazine covers. Journal of Global Fashion Marketing. doi: 10.1080/20932685.2014.926131. 2. Han, T. & Chung, J. (2014). Korean consumers' motivations and perceived risks toward the purchase of organic cotton apparel. Clothing and Textiles Research Journal, 32(4), 235-250. 3. Han, T. & Cho, K. (2010). The marketing strategies and design styles of fast fashion companies, The Korean Society of Fashion Business, 10(3), 21-34. Referred Proceedings vi 1. Han, T. & Stoel, L. (November, 2014). Explaining socially responsible consumer behavior: A meta-analytic review of theory of planned behavior. Proceedings of the International Textiles and Apparel Association (ITAA) Annual Conference, Charlotte, North Carolina. 2. Han, T. & Stoel, L. (November, 2013). A typology of consumers’ familiarity and experience of organic cotton apparel. Proceedings of the International Textiles and Apparel Association (ITAA) Annual Conference, New Orleans, LA. 3. Han, T. & Kandampully, J. (July, 2013). Socially responsible consumer behavior: A literature review of theory of planned behavior. Proceedings of the 20th International EIRASS Conference on Recent Advances in Retailing and Service Sciences, Philadelphia, PA. 4. Han, T. & Kandampully, J. (July, 2013). Motivating consumers’ socially responsible behavior: Efficacy of using normative messages on Facebook. Proceedings of the 20th International EIRASS Conference on Recent Advances in Retailing and Service Sciences, Philadelphia, PA. 5. Han, T. & Rudd, N. (November, 2012). Images of beauty: Race, gender, age, and occupational analysis of fashion magazine covers. Proceedings of the International Textiles and Apparel Association (ITAA) Annual Conference, Honolulu, HI. 6. Han, T. & Chung, J. (April 2012). Role of organic cues on purchase intention. Proceedings of the AMA/ACRA Triennial Retail Conference, Seattle, WA. Fields of Study Major Field: Fashion and Retail Studies vii Table of Contents Abstract ............................................................................................................................... ii Acknowledgments............................................................................................................... v Vita ..................................................................................................................................... vi List of Tables ................................................................................................................... xiv List of Figures .................................................................................................................. xvi Chapter 1: Introduction ...................................................................................................... 1 1.1. Overview .................................................................................................................. 1 1.2. Problem Statement ................................................................................................... 2 1.3. Purpose ..................................................................................................................... 3 1.4. Definition of Terms .................................................................................................. 7 Chapter 2: Study 1- Explaining Socially Responsible Consumer Behavior: A Meta- Analytic Review of Theory of Planned Behavior ............................................................. 12 2.1. Overview ...............................................................................................................