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[Abstract] Purpose: This research analyzes the role of happiness associated with sustainable purchases in social enterprises (SEs) as a key precursor of prosocial behavioral responses through satisfaction with such purchases. Design/methodology/approach: This paper studies the relationships between past purchase in a social enterprise, consumer happiness, satisfaction and three indicators of loyalty: repurchase intention, word-of-mouth (WOM) intention and willingness to pay more. In addition, it analyzes the moderating role of altruistic motivation. A survey was designed to collect data from 380 consumers who had bought in a social enterprise. Findings: Sustainable consumption is a source of happiness for ethical consumers to the extent that they feel that they meet a personal need or desire, and they contribute to achieving a social objective with their purchasing behavior. Practical implication: SEs must appeal to the happiness of consumers as a strategic line to achieve their satisfaction and loyalty. Social enterprise practitioners and marketers should deploy organizational capabilities and resources in key performing areas such as communication, customer service or shopping experience, with the purpose of maximizing the happiness of ethical consumers with whom the firm is interacting for the first time. Originality/value: This research highlights the importance of the social enterprise in the commercial setting, since it has been proven that purchases in these companies generate happiness and satisfaction in consumers. In addition, satisfaction has a great impact on their loyalty, which is a direct advantage for this type of company and an indirect one for society as a whole

Global demand for energy, environmental concerns over power generation emissions, and rising household energy costs have heightened interest in exploring ways to reduce energy consumption. Numerous approaches have been adopted, including those that build on the important recognition of consumer intentions as a predictor of behavior. However, the literature suggests intentions only moderately explain behavior. Thus, there is a case for further research to explore how the intention to behavior relationship can be strengthened. In response, this study contributes to a better understanding of how to reduce household energy consumption, by investigating the direct, and moderating effects integrated regulation and external regulation, as well as habit, have on the relationship between intention and behavior. The study draws on a large sample of household energy consumers who completed online surveys two months apart. The findings reveal a strong indirect relationship between integrated regulation and behavior through intention, and a significant, direct, and negative relationship between external regulation and behavior. While external regulation moderated the positive relationship between intentions and behavior, the moderating effects of integrated regulation and habit were not significant. Further, a direct effect for habit on behavior was found. These findings suggest regulation types play different roles in affecting consumer intentions and behavior, and support the importance of habit as a predictor of energy consumption.

ObjectivePast behavior has been consistently shown to predict and explain future behavior. It has been proposed that past behavior effects reflect both reasoned action and automatic processes. The current study sought to explore the mediation of past behavior-future behavior relationship via constructs reflecting these processes across three populations and behaviors: binge drinking in university students, flossing in adults, and parental sun safety behavior of children 2 - 5 years of age. Furthermore, this study used a measure of past behavior that combined long-term, recent, and routine patterns of behavioral engagement.MethodA prospective design with two waves of data collection spaced six weeks apart was adopted. Participants (total N = 754) completed an initial survey containing measures of past behavior (frequency, recency, and routine), social cognition (attitudes, subjective norms, perceived behavioral control), and behavioral automaticity. Six weeks later, participants (N = 454) completed a self-report measure of behavior and behavioral automaticity.ResultsStructural equation modelling revealed that automatic, but not reasoned-action processes, mediated the past-to-future relationship, across the three behaviors. Results further revealed that long-term, recent, and routine patterns of behavioral engagement were highly correlated and indicated a second-order past behavior latent variable.ConclusionsWhile both reasoned-action and automatic factors can predict a range of health behaviors, automatic processes appear to explain the effect of past behavior on future behavior. Further investigations should focus on exploring the role of other non-conscious and automatic processes such as counter-intentional habits and implicit beliefs in explaining engagement in heath behaviors.

ObjectivePast behavior has been consistently shown to predict and explain future behavior. It has been proposed that past behavior effects reflect both reasoned action and automatic processes. The current study sought to explore the mediation of past behavior-future behavior relationship via constructs reflecting these processes across three populations and behaviors: binge drinking in university students, flossing in adults, and parental sun safety behavior of children 2 - 5 years of age. Furthermore, this study used a measure of past behavior that combined long-term, recent, and routine patterns of behavioral engagement.MethodA prospective design with two waves of data collection spaced six weeks apart was adopted. Participants (total N = 754) completed an initial survey containing measures of past behavior (frequency, recency, and routine), social cognition (attitudes, subjective norms, perceived behavioral control), and behavioral automaticity. Six weeks later, participants (N = 454) completed a self-report measure of behavior and behavioral automaticity.ResultsStructural equation modelling revealed that automatic, but not reasoned-action processes, mediated the past-to-future relationship, across the three behaviors. Results further revealed that long-term, recent, and routine patterns of behavioral engagement were highly correlated and indicated a second-order past behavior latent variable.ConclusionsWhile both reasoned-action and automatic factors can predict a range of health behaviors, automatic processes appear to explain the effect of past behavior on future behavior. Further investigations should focus on exploring the role of other non-conscious and automatic processes such as counter-intentional habits and implicit beliefs in explaining engagement in heath behaviors.

Human values are at the heart of our lives. We all hold a set of values that influence our actions. The protection of the natural environment is no exception to this rule. That is why the study of human values is key to reaching the imperative of sustainability. In this conceptual paper, we aim to (1) integrate the key theories and models explaining the influence of human values on behavior and to (2) identify factors that might have previously been overlooked. Drawing from a range of disciplines, this article proposes an integrated model mapping the influence of human values on behavior. It also puts forward the concept of consequences as an emerging factor that could play an important role in this relationship. Recommendations are to extend the research to an empirical investigation of the model and to develop the definition of the concept of consequences and the role they play in the influence of values on consumer behavior.

The aim of the present study was to examine relations between behavior, intentions, attitudes, subjective norms, perceived behavioral control, self-efficacy, and past behavior across studies using the Theories of Reasoned Action (TRA) and Planned Behavior (TPB) in a physical activity context. Meta-analytic techniques were used to correct the correlations between the TRA/TPB constructs for statistical artifacts across 72 studies, and path analyses were conducted to examine the pattern of relationships among the variables. Results demonstrated that the TRA and TPB both exhibited good fit with the corrected correlation matrices, but the TPB accounted for more variance in physical activity intentions and behavior. In addition, self-efficacy explained unique variance in intention, and the inclusion of past behavior in the model resulted in the attenuation of the intention-behavior, attitude-intention, self-efficacy-intention, and self-efficacy-behavior relationships. There was some evidence that the study relationships were moderated by attitude-intention strength and age, but there was a lack of homogeneity in the moderator groups. It was concluded that the major relationships of the TRA/TPB were supported in this quantitative integration of the physical activity literature, and the inclusion of self-efficacy and past behavior are important additions to the model.