Exploring Hedonistic Values Aspects in Pro-environmental Behaviour Among Young Adults

DOI

10.2991/978-2-38476-098-5_24How to use a DOI?

Keywords

Hedonistic values; Pro-environmental behaviour; Young adults; Campaign appeal

Abstract

Numerous studies have examined the relationship between consumer pro-environmental behaviour and biospheric or egoistical values. For instance, biospheric values define kindness and care for the environment, whereas those who engage in pro-environmental behaviour may seek social status or a positive image that serves their egoistical values. However, less research has been conducted on the relationship between hedonistic values and pro-environmental consumer behaviour. Hedonistic values reflect the extent to which individuals take pleasure in their lives. Past research has also demonstrated a negative correlation between hedonistic values and the extent to which individuals are concerned with engaging in pro-environmental behaviour. This study is unique in its examination of the perceptions of young adults’ hedonistic values and pro-environmental behaviour values. This is an exploratory study employing a qualitative research design, and the data were analysed using thematic analysis. When engaging in pro-environmental behaviours, the hedonistic value aspects that young adults described are in found two themes: (a) social interaction with others and (b) personal satisfaction when seeing a clean environment that made them feel happy. The expected contributions of this study are twofold: (a) the findings will expand our understanding of how hedonistic values may influence pro-environmental behaviour among young adults; and (b) the findings will assist relevant organisations in developing their strategic marketing communications in terms of how the campaign appeal may elicit a more favourable response in motivating young adults to engage in pro-environmental behaviours in relation to hedonistic values.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nursafwah Tugiman
AU  - Chiew Tung Moi
AU  - Minah Harun
PY  - 2023
DA  - 2023/08/31
TI  - Exploring Hedonistic Values Aspects in Pro-environmental Behaviour Among Young Adults
BT  - Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
PB  - Atlantis Press
SP  - 268
EP  - 278
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-098-5_24
DO  - 10.2991/978-2-38476-098-5_24
ID  - Tugiman2023
ER  -