A cross-sectional survey measuring social norms, personal norms and altruistic values across responsible computer consumption life cycles

Yuen Yee Yen; Paul H.P. Yeow; WH Loo

doi:10.12688/f1000research.139037.1

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Research Article

A cross-sectional survey measuring social norms, personal norms and altruistic values across responsible computer consumption life cycles

[version 1; peer review: 2 approved with reservations]

Yuen Yee Yen ¹, Paul H.P. Yeow², WH Loo³

PUBLISHED 11 Dec 2023

Author details Author details

¹ Faculty of Business,, Multimedia University, Malacca, Malacca, 75450 Bukit Beruang, Malaysia
² School of Business and Management,, Royal Melbourne Institute of Technology (RMIT), Ho Chi Minh City, Vietnam
³ Business School, Department of Marketing, Sunway University, Selangor, Malaysia

Yuen Yee Yen
Roles: Writing – Original Draft Preparation, Writing – Review & Editing

Paul H.P. Yeow
Roles: Supervision, Writing – Review & Editing

WH Loo
Roles: Data Curation, Writing – Review & Editing

OPEN PEER REVIEW

REVIEWER STATUS

Abstract

Purpose

This study makes a unique contribution to the knowledge by investigating the mediating role of the social and personal norms across the acquisition, use and disposal stages of the responsible computer consumption lifecycle.

Originality

As the pioneer study conducted in Asian countries that provides integrative and holistic comparison on the mediating effect of personal and social norms with regards to responsible computer acquisition, use and disposal. Additionally, this study makes a theoretical contribution to the responsible computer value-behaviour relationships in an emerging market context.

Methodology

A large sample of 1000 questionnaires collected from 8 developed cities in Malaysia with the highest level of computer literacy, making this study capable of being generalized to the Malaysian population.

Findings

Social norms mediate the relationship between altruistic values and social norms at the acquisition and disposal stages. Personal norms mediate the relationship between altruistic and social norms at the acquisition and disposal stages.

Keywords

Personal norms; social norm; altruistic values; pro-environmental behaviour, emerging market.

Corresponding author: Yuen Yee Yen

Competing interests: No competing interests were disclosed.

Grant information: The author(s) declared that no grants were involved in supporting this work.

Copyright: © 2023 Yee Yen Y et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

How to cite: Yee Yen Y, Yeow PHP and Loo W. A cross-sectional survey measuring social norms, personal norms and altruistic values across responsible computer consumption life cycles [version 1; peer review: 2 approved with reservations]. F1000Research 2023, 12:1575 (https://doi.org/10.12688/f1000research.139037.1) First published: 11 Dec 2023, 12:1575 (https://doi.org/10.12688/f1000research.139037.1) Latest published: 11 Dec 2023, 12:1575 (https://doi.org/10.12688/f1000research.139037.1)

1. Introduction

Almost half of households worldwide owned and used a computer at home (Thomas, 2021). In developing countries, the computer penetration rate is a third of households owned and used a computer (Thomas, 2021). High computer ownership poses serious threats to the environment, accelerating climate change (Ganivet, 2020; Ritchie, Reay & Higgins, 2018). It is crucial for policy makers and marketers to steer individuals towards responsible computer acquisition, use and disposal to mitigate the adverse effects of climate change. According to The Global E-Waste Monitor (2020)’s report, 65% of the consumers worldwide perceive that it is important to minimize computer waste to save energy, choose environmentally friendly computers, and reject computer brands that destroy the environment.

Despite this high awareness, consumer’s commitment for greenness is far lower from expectation (Han, Hwang & Lee, 2017). As a developing country, environmental-friendly computers in Malaysia only account for 1% to 3% of the total market share (Azami, Bathmanathan, & Rajadurai, 2018). According to The Global E-Waste Monitor (2020)’s report, Malaysians generated 364 kilotons of e-waste, mostly discarded computer products with a battery or plug. Majority of the consumers worldwide do not practice responsible computer acquisition, use and disposal as regularly as they promised (Han, Hwang & Lee, 2017). Consumers who showed high awareness and positive attitude towards the environment did not reflect full commitment in responsible computer acquisition, use and disposal (Tan, Johnstone, & Yang, 2016). This great discrepancy between consumer value and actual behaviour indicates a need for mediating variables to convert more perceived value implication to actual behaviours (Lin, Lobo, & Leckie, 2017).

Theoretical contributions

To the best knowledge of the researchers, there is a scarcity of research in Asia that provides a holistic and integrative examination on responsible computer acquisition, use and disposal. The importance of personal and social norms in influencing consumer value and actual responsible computer acquisition, use and disposal is an important research area which is currently overlooked by researchers (Yeow & Loo, 2022; Yeow, Lee and Yuen, 2022). The Value-belief-norm (VBN) Theory, which has been widely adopted by researchers to examine consumer efficacy and behaviour (Denley et al., 2020; Ghazali et al., 2021; Han, Hwang & Lee, 2017; Hong et al., 2019; Inoue et al., 2017; Liao et al., 2020; Liu et al., 2020; Ogiem wonyi et al., 2020; Sparkman et al., 2021), is yet to be used in comparing the mediating effect of the personal norms and social norms on the responsible computer acquisition, use and disposal (Megeirhi et al., 2020). This is a significant research gap in the responsible computer value-behaviour relationships.

This study is conducted to provide integrative and holistic comparison of the mediating effect of personal and social norms on the responsible computer acquisition, use and disposal. This study enriches the literature about responsible computer acquisition, use and disposal in the context of emerging economy (i.e. Malaysia), which has fast-growing computer penetration (Thomas, 2021).

Literature review

Responsible computer acquisition, use and disposal

This study operationalizes responsible acquisition, use and disposal behaviours as the consumer’s effort and willingness to purchase, adopt and abandon green computers responsibly that offer take-back, upgrading and recycling options after careful deliberation (Denley et al., 2020). The green computers include desktops, laptops, and tablets (Mutum, Ghazali, & Wei-Pin, 2021). Responsible acquisition, use and disposal behaviours seek to minimize the negative impact of human actions on the environment (Roos & Hahn, 2019). It requires individuals to control egoistic tendencies for the benefit of the community (Kiatkawsin & Han, 2017). Individuals have to sacrifice short-term profits for the benefit of their community and the environment.

As a developing country, in spite of the growing interest in environmentally friendly products, the acquisition of environmental-friendly computers, computers which emits less carbon and consume less energy, only accounts for 1% to 3% of the total market share in Malaysia (Azami, Bathmanathan, & Rajadurai, 2018). With regards to responsible computer use, the majority of the computers used in office Malaysia are standard non-environmentally friendly monitors (Ali et al., 2021). Workers in Malaysia love to turn computers into standby mode after office hours (Ali et al., 2021). During the standby operation mode, the computer continues to consume from 1.5 W to 3 W energy due to timing and sensing functions (Ali et al., 2021). Malaysians are unlikely to practice responsible computer disposal in daily life (Global E-Waste Monitor, 2020). According to The Global E-Waste Monitor (2020)’s report, Malaysians generated 364 kilotons of e-waste in 2019, mostly discarded computer products with a battery or plug. Recycling activities are not keeping up with the amount of computer e-waste that people are generating each day (Global E-Waste Monitor, 2020).

Altruistic values

Altruistic values refer to performing activities that prioritize human welfare even though they have to pay high prices, interest, effort, or opportunity costs (Denley et al., 2020). This study operationalizes altruism as the consumer’s willingness to help people in the society to protect the environment through responsible computer acquisition, use and disposal. Çakır and Karaarslan (2019) discovered that altruistic values encourage consumers towards choosing sustainable products that will benefit humans in the long run (Kiatkawsin & Han, 2017). Liu, Zou and Wu (2018) concluded that altruistic values lead to greater willingness to accept high prices for responsible consumption and disposal that will benefit the society.

Altruistic values work best in stimulating responsible computer acquisition, use and disposal (Karimi, 2019). Research conducted by Rezaei-Moghaddam, Vatankhah, and Ajili (2020) found that altruistic values improve the welfare of people in the society, incur personal costs but reduce personal gains. Altruistic values are the strongest among people who engage in pro-environmental activities (Çakır & Karaarslan, 2019) with strong environmental awareness (Denley et al., 2020). Kim and Kim (2018) ascertain the influence of altruistic values on the acceptability of environmentally friendly products among consumers. Megeirhi et al. (2020) further showed that altruistic positively affects participation in recycling activities.

Social norms

Social norms refer to the social pressures an individual perceives, as to whether or not he or she should perform a certain behaviour (Fornara et al., 2016). This study operationalizes social norms as consumers’ willingness to comply with their social groups’ opinions when making responsible computer acquisition, use and disposal decisions. This construct measures an individual’s perceptions of what the people who are important to him or her would think, with regard to whether he or she should or should not perform a behaviour. Social norms can be seen as an important reference for an individual to know what rules are commonly accepted or desirable by social circles and vice versa (Hiratsuka, Perlaviciute & Steg, 2018). Social norms work because people have the tendency to behave in conformity with the group (Golob et al., 2019), as people tend to follow the behaviour that other individuals obey (Mortensen et al., 2019) when performing responsible computer acquisition, use and disposal.

Social norms influence pro-environmental behavioural changes (Loschelder et al., 2019; Mortensen et al., 2019; De Groot, Bondy & Schuitema 2021). Consumers with higher levels of social norms tend to have higher levels of responsible acquisitions (Yeow & Loo, 2022; Pristl, Kilian & Mann, 2021). Social norms play key roles in influencing its citizens’ responsible consumption since most emerging countries practice collectivist cultures that highly value social norms and societal value (Amiot, & Skerlj, 2021). Consumers in emerging countries are easily influenced by the people who are significant to him or her, or those who could judge his or her specific behaviour (Cho et al., 2021).

Personal norms

Personal norms are defined as individuals’ responsibility to control themselves to behave according to their moral values in a coherent manner (Koklic et al., 2019). Personal norms play important roles in consumer’s willingness to pay for environmental protection (Guagnano, 2001) and to recycle used items (Kim & Seock, 2019). Kim and Seock (2019) asserted that personal norms affect responsible recycling while Koklic et al. (2019) showed that personal norms influence responsible acquisition of environmentally friendly products. Roos and Hahn (2020) showed that personal norms influence the individual’s product acquisition and use. Koklic et al. (2019) said that altruistic shapes the consumer view toward environmental behaviour before personal norms determine responsible acquisition through the awareness of adverse consequences. Ünal, Steg and Gorsira (2018) found that altruism has a positive impact on the sense of obligation to take responsible acquisition and use actions. Kim and Kim (2018) showed that personal norms played important roles on responsible acquisition and use intentions. Furthermore, Landon, Woosnam and Boley (2018) identified positive relations between personal norms and responsible acquisition. Kiatkawsin and Han (2017) uncovered the significant influence of personal norms on intention to behave in an environmentally friendly manner.

This study operationalizes personal norms as consumers’ moral sense of duty to perform responsible computer acquisition, use and disposal. When consumers have high levels of the personal norm, they are more likely to use, pay more for and recommend responsible acquisition (Kim and Kim, 2018).

Research framework

The proposed research framework, as presented in Figure 1, examines the mediating effect of personal norms on the altruistic values and the responsible computer acquisition, use and disposal.

Figure 1. Mediating roles of social norms on altruistic values and responsible computer acquisition, use and disposal.

The proposed research framework, as presented in Figure 2, examines the mediating effect of personal norms on the altruistic and the social norms of responsible computer acquisition, use and disposal.

Figure 2. Mediating roles of personal norms on altruistic values and social norms.

The proposed research framework, as presented in Figure 3, examines the mediating effect of social norms on altruistic values and the personal norms of responsible computer acquisition, use and disposal.

Figure 3. Mediating roles of social norms on altruistic values and personal norms.

Hypotheses

According to Sargisson, De Groot and Steg (2021), social norms play significant roles in influencing responsible behaviours which are environmentally friendly. Past researchers discovered a positive influence of the society or community on the acquisition of environmentally friendly products (Çakır & Karaarslan, 2019; Mutum, Ghazali & Wei-Pin, 2021; Rezaei-Moghaddam, Vatankhah, and Ajili, 2020; Sargisson, De Groot & Steg, 2021). People with high altruistic values who care about the welfare of human beings conforms to social pressures to perform green behavior to preserve the environment (Ünal, Steg & Gorsira, 2018). Given these facts, this study posits that the people will be more morally obligated to buy, use, and dispose of green computers if they are concerned about the long-term welfare of humans.

The hypotheses are as follows:

H1a: Personal norms mediate the relationship between altruistic values and responsible computer acquisition.

H1b: Personal norms mediate the relationship between altruistic values and responsible computer use.

H1c: Personal norms mediate the relationship between altruistic values and responsible computer disposal.

Consumers with high altruistic values are more likely to show concern over the needs of other people to receive social recognition from their friends and family (Bernhard, Martin, & Warneken, 2020). When a consumer feels that it is important to preserve the environment in order to gain more social recognition, they will feel more morally obliged to perform collective responsible computer consumption, use and disposal (Bernhard, Martin, & Warneken, 2020).

Altruistic values trigger personal obligation and social recognition (Kim & Seock. 2019). The willingness to resolve environmental problems enhance moral obligation to perform pro-environmental behaviours (e.g. responsible computer acquisition, use and disposal) to improve belongingness to a social group (Levula, Harré, & Wilson, 2018). Therefore, this study hypothesizes that personal norms mediate the relationship between altruistic values and social norms with regards to responsible computer acquisition, use and disposal.

The hypotheses are as follows:

H2a: Personal norms mediate the relationship between altruistic and social norms of responsible computer acquisition.

H2b: Personal norms mediate the relationship between altruistic and social norms of responsible computer use.

H2c: Personal norms mediate the relationship between altruistic and social norms of responsible computer disposal

On top of that, Vesely and Klöckner (2020) and Faletar, Kovačić and Cerjak (2021) discovered that personal norms can be triggered through a social norm intervention, where consumers are more easily accepted the society when performing pro-environmental behaviour to help the society to curb global warming (Kim & Seock, 2019). In line with this reasoning, social norms are hypothesized to mediate the relationship between altruistic values and personal norms associated with the responsible computer acquisition, use and disposal. Therefore, this study proposes the following hypothesis:

H3a: Social norms mediate the relationship between altruistic values and personal norms of responsible computer acquisition.

H3b: Social norms mediate the relationship between altruistic values and personal norms of responsible computer use.

H3c: Social norms mediate the relationship between altruistic values and personal norms of responsible computer disposal.

Method

Ethics clearance

To comply with the regulations of Monash University, ethical clearance had been obtained from the Monash University Human Research Ethics Committee (MUHREC) prior to the distribution of the questionnaire (Ethical approval number: CF123196). Written informed consent was obtained from all respondents prior to the data collection by assuring the anonymity and confidentiality of the data collected.

Instrument and scale

This study used questionnaires for data collection with written consent prior to the data collection. The questionnaire had four items measuring altruistic values, three items measuring personal norms and 3 items measuring social norms. In addition, the questionnaire also had three items measuring responsible computer acquisition, four items measuring responsible computer use and six items measuring responsible computer disposal.

Pre-test and pilot study

The questionnaire was pretested by 10 experts to validate its contents (Chan et al., 2020). Based on their feedback, amendments were made to the format, contents and instructions to improve the questionnaire. Thereafter, a pilot study was conducted with a sample size of 100 questionnaires distributed in public places. The collected data was tested for reliability and Cronbach Alpha values of all factors were above the threshold value of .70 (Park et al., 2021). The questionnaire was then finalized with minor amendments to the question arrangement.

Sampling method and sample size

Purposive sampling methods were used in selecting the respondents because the complete list of green computer owners in Malaysia was not available since it violates the Personal Data Protection Act. For purposive sampling, respondents must have bought, used and disposed of at least one computer, have basic knowledge of green marketing and 17 years old and above. The authors set the age limit because those below 17 mainly do not have sufficient knowledge and capability to purchase, use and dispose of green computers. Filtering questions such as “Do you know what green marketing is?” and “Are you 17 years old and above?” were asked when approaching respondents face-to-face before inviting qualified respondents to answer the questionnaire.

Data collection

One thousand respondents from 8 states in Malaysia that have the highest level of computer literacy, namely the Federal Territory of Kuala Lumpur, Selangor, Malacca, Kedah, Johor, Negeri Sembilan, Perak and Penang were approached. These states were specifically suitable to conduct this research because they are the most developed states in Malaysia. The questionnaire was personally administered to respondents at public places. Each respondent was approached face-to-face so that accurate pre-screening could be conducted to fulfil all purposive criteria. The purpose of the research and meaning of the questions were clearly explained to the respondents before the start of the data collection. Over a three-month period, 1000 questionnaire responses were collected. Three invalid responses with straight-line answers were excluded, 997 valid responses were used for the analysis.

Data analysis techniques

This study used the covariance-based structural equation modelling (CB-SEM) to examine relations among independent variables, mediating variables and dependent variables in this study (Hair et al., 2016). To conduct the mediation analysis, a Maximum Likelihood Bootstrapping procedure was used with a bootstrap sample of 2000 and confidence interval of 95% (Ullman & Bentler, 2003).

Respondents’ profile

Forty-six percent of respondents were female and 54% male. Most respondents (76.6%) were aged 17 to 32 years. Majority of the respondents (81.9%) had low-to-medium monthly incomes of below RM4,000. Additionally, the majority of the respondents (74.1%) had degree- or diploma-level education.

Results

Measurement model

Construct validity was confirmed by assessing reliability, convergent validity and discriminant validity. The reliability test using Cronbach’s Alpha showed values ranging from .71 to .95, which were acceptable as they were above .70 (Hair et al., 2016). Convergent validity was confirmed as the factor loading of each item was >.50, the composite reliability of each construct >.70 and the average variance extracted of each construct >.50 (Hair et al., 2016). The discriminant validity analysis was performed to determine the extent a construct differs from other constructs. Table 1 shows all factors met the discriminant validity criterion, i.e. the square root of average variance extracted (√AVE) exceeds all correlations involving that construct (Hair et al., 2016). The measurement model’s goodness of fit indices was well above the recommended cut-off points: RMSEA = .07 (<.08), GFI = .95 (≥.90), CFI = .97 (≥.90), TLI = .96 (≥.90) and AGFI = .91 (≥.90) (Hair et al., 2016).

Table 1. Mediation analysis of social norms on altruistic values and responsible computer acquisition.

Hypothesised path	B	SE	β	p	Remarks
Direct Model
Altruistic Values → Responsible Computer Acquisition	.469	.047	.375	<.001	S
Mediation Model
Altruistic Values → Social Norms	.634	.043	.480	<.001	S
Social Norms → Responsible Computer Acquisition	.172	.057	.177	<.001	S
Altruistic Values → Responsible Computer Acquisition	.388	.051	.303	<.001	S
	95% Confidence
	Lower	Upper
	Bound	Bound
Standardised Indirect Effect (SIE)	.047	.126		.004	S

Mediation test

The research tested the mediating effects of mediators using multi-model analysis to verify the condition of mediating effects (Hair et al., 2016).

Table 1 shows that altruistic values significantly affect social norms (β = .480, p < .001) and social norms significantly affect responsible computer acquisition (β = .177, p < .001). Altruistic values significantly affect responsible computer acquisition (β = 0.303, p < .01). The 95% confidence interval ranges from.047 to.126, in which the value of zero is not within the range. H1a is supported that personal norms partially mediate the relationship between altruistic values and responsible computer acquisition.

As indicated by Table 2, altruistic values significantly affect social norms (β = .098, p = .005) and social norms significantly affect responsible computer use (β = .418, p < .001). Altruistic values do not significantly affect responsible computer use (β = .046, p = .166). The 95% confidence interval ranges from .017 to .063, in which the value of zero is not within the range. H1b supports that social norms fully mediate the relationship between altruistic values and responsible computer use.

Table 2. Mediation analysis of social norms on altruistic values and responsible computer use.

Hypothesised path	B	SE	β	p	Remarks
Direct Model
Altruistic Values → Responsible Computer Use	.112	.055	.097	.041	S
Mediation Model
Altruistic Values → Social Norms	.131	.046	.098	.004	S
Social Norms → Responsible Computer Use	.310	.041	.418	<.001	S
Altruistic Values → Responsible Computer Use	.046	.033	.046	.166	NS
	95% Confidence
	Lower	Upper
	Bound	Bound
Standardised Indirect Effect (SIE)	.017	.063		.001	S

According to Table 3, altruistic values significantly affect social norms (β = .121, p < .001) and social norms significantly affect responsible computer disposal (β = .431 p < .001). Altruistic does not significantly affect responsible computer disposal (β = .030, p = .414). The 95% confidence interval ranges from .035 to .199, in which the value of zero is not within the range. h1c is supported that social norms fully mediate the relationship between altruistic values and responsible computer disposal.

Table 3. Mediation analysis of social norms on altruistic values and responsible computer disposal.

Hypothesised path	B	SE	β	p	Remarks
Direct Model
Altruistic → Responsible Computer Disposal	.121	.054	.068	.026	S
Mediation Model
Altruistic → Personal Norms	.160	.046	.121	<.001	S
Personal Norms → Responsible Computer Disposal	.359	.052	.431	<.001	S
Altruistic → Responsible Computer Disposal	.033	.044	.030	.414	NS
	95% Confidence
	Lower	Upper
	Bound	Bound
Standardised Indirect Effect (SIE)	.035	.199		.013	S

Table 4 shows that altruistic values significantly affect personal norms (β = .480, p < .001) and personal norms significantly affect social norms (β = .086 p = .001). Altruistic values significantly affect social norms (β = .342, p ≤ .001). The 95% confidence interval ranges from .001 to .076, in which the value of zero is not within the range. H2a is supported that personal norms partially mediate the relationship between altruistic values and social norms of responsible computer acquisition.

Table 4. Mediation analysis of personal norms on altruistic values and social norms of responsible computer acquisition.

Hypothesised path	B	SE	β	p	Remarks
Direct Model
Altruistic → Social Norms	.576	.050	.368	<.001	S
Mediation Model
Altruistic → Personal Norms	.633	.043	.480	<.001	S
Personal Norms → Social Norms	.103	.040	.086	.001	S
Altruistic → Social Norms	.537	.056	.342	<.001	S
	95% Confidence
	Lower	Upper
	Bound	Bound
Standardised Indirect Effect (SIE)	.001	.076		.049	S

In Table 5, altruistic values significantly affect personal norms (β = .070, p = .023) and social norms significantly affect personal norms (β = .459, p < .001). However, altruistic values do not support social norms (β = .060, p = .066). The 95% confidence interval ranges from.000 to .005, in which the value of zero is within the range. H2b does not support that personal norms do not mediate the relationship between altruistic values and social norms of responsible computer use.

Table 5. Mediation analysis of social norms on altruistic values and personal norms of responsible computer use.

Hypothesised path	B	SE	β	p	Remarks
Direct Model
Altruistic Values → Personal Norms	.133	.046	.100	.003	S
Mediation Model
Altruistic Values → Social Norms	.076	.041	.060	.066	NS
Social Norms → Personal Norms	.475	.035	.459	<.001	S
Altruistic Values → Personal Norms	.093	.041	.070	.023	S
	95% Confidence
	Lower	Upper
	Bound	Bound
Standardised Indirect Effect (SIE)	.000	.005		.076	NS

According to Table 6 altruistic values significantly affect personal norms (β = .121, p < .001) and personal norms significantly affect social norms (β = .490, p < .001). Altruistic values do not significantly affect social norms (β = .076, p = .414). The 95% confidence interval ranges from .043 to .161, in which the value of zero is not within the range. H5a is supported that personal norms partially mediate the relationship between altruistic values and social norms of responsible computer disposal.

Table 6. Mediation analysis of personal norms on altruistic values and social norms of responsible computer disposal.

Hypothesised path	B	SE	β	p	Remarks
Direct Model
Altruistic → Social Norms	.118	.051	.109	<.001	S
Mediation Model
Altruistic → Personal Norms	.160	.039	.121	<.001	S
Personal Norms → Social Norms	.727	.053	.490	<.001	S
Altruistic → Social Norms	.121	.047	.076	.414	S
	95% Confidence
	Lower	Upper
	Bound	Bound
Standardised Indirect Effect (SIE)	.043	.161		.009	S

Table 7 reveals that altruistic values significantly affect social norms (β = .383, p <.001) and social norms significantly affect personal norms (β = .078, p = .001). Altruistic values significantly affect personal norms (β = .451, p < .001). The 95% confidence interval ranges from .005 to .069, in which the value of zero is not within the range. H3a is supported that social norms partially mediate the relationship between altruistic and personal norms of responsible computer acquisition.

Table 7. Mediation analysis of social norms on altruistic values and personal norms of responsible computer acquisition.

Hypothesised path	B	SE	β	p	Remarks
Direct Model
Altruistic → Personal Norms	.632	.043	.479	<.001	S
Mediation Model
Altruistic → Social Norms	.602	.051	.383	<.001	S
Social Norms → Personal Norms	.065	.025	.078	.001	S
Altruistic → Personal Norms	.594	.045	.451	<.001	S
	95% Confidence
	Lower	Upper
	Bound	Bound
Standardised Indirect Effect (SIE)	.005	.069		.028	S

Table 8 indicates that altruistic values do not significantly affect social norms (β = .015, p = .621). The 95% confidence interval ranges from .000 to .000, in which the value of zero was within the range. H3b does not support that social norms do not mediate the relationship between altruistic values and personal norms of responsible computer use.

Table 8. Mediation analysis of social norms on altruistic values and personal norms of responsible computer use.

Hypothesised Path	B	SE	β	p	Remarks
Direct Model
Altruistic → Personal Norms	.130	.046	.098	.04	S
Mediation Model
Altruistic → Social Norms	.019	.038	.015	.621	NS
Social Norms → Personal Norms	.446	.033	.461	<.001	S
Altruistic → Personal Norms	.129	.045	.098	.04	S
	95% Confidence
	Lower	Upper
	Bound	Bound
Standardised Indirect Effect (SIE)	.000	.000			NS

As shown in Table 9, altruistic values significantly affect social norms (β = .129, p < .001) and social norms significantly affect personal norms (β = .492, p < .001). Altruistic values do not significantly affect personal norms (β = .046, p = .159). The 95% confidence interval ranges from .035 to .095, in which the value of zero is not within the range. H3c is supported that social norms fully mediated the relationship between altruistic and personal norms of responsible computer disposal.

Table 9. Mediation analysis of social norms on altruistic values and personal norms of responsible computer disposal.

Hypothesised path	B	SE	β	p	Remarks
Direct Model
Altruistic → Personal Norms	.114	.042	.110	.007	S
Mediation Model
Altruistic → Social Norms	.207	.052	.129	<.001	S
Social Norms → Personal Norms	.332	.027	.492	<.001	S
Altruistic → Personal Norms	.049	.035	.046	.159	NS
	95% Confidence
	Lower	Upper
	Bound	Bound
Standardised Indirect Effect (SIE)	.035	.095		.008	S

Discussion

Mediating role of social norms between altruistic values and responsible computer acquisition, use and disposal

This study discovers three important and unique findings which enriches the enrich the current knowledge about responsible computer acquisition, use and disposal in the context of emerging economy (i.e. Malaysia). First important finding, personal norms significantly mediate the relationship between altruistic values and responsible computer acquisition, use and disposal. Malaysian practices collectivism in daily life. This finding is important for marketing practitioners to promote environmentally friendly products to the collectivist country. People in collectivist countries such as Malaysia are found to pay more attention to how their responsible acquisition, use and disposal behaviours affect other people in the society before making decisions to acquire, use and dispose of a computer. Social opinions affect a consumer’s decision to perform pro-environmental computer purchase and disposal to minimize the hazardous impact to the environment. Collectivist people tend to have higher social norms in performing responsible computer acquisition and disposal because they prioritize collective benefits (altruistic) over individual benefits.

Mediating role of personal norms between altruistic values and social norms of responsible computer acquisition and responsible computer disposal

Another important finding of this study is that personal norms mediate the relationship between altruistic and social norms of responsible computer acquisition and disposal. Living in a collectivist society, Malaysians have high altruistic values to place more attention to the benefits of people in the society. Before making any decision to purchase a new computer or dispose of an old computer, they tend to consult important people in their social group to seek approval. Malaysians will act according to the moral obligations set by people in their social groups. When people in the social groups think that it is morally obliged to benefit the society by acquiring and disposing of computers in an environmentally friendly manner, consumers in Malaysia will be more willing to act pro-environmentally according to the moral standards. This finding is important for marketing practitioners to promote environmentally friendly computers to the consumers in a collectivist society. Moral obligations to preserve the environment needs to be highlighted to encourage more environmentally friendly purchase and disposal of computers.

Mediating role of social norms between altruistic values and personal norms of responsible computer acquisition and responsible computer disposal

The third unique finding of this study is that social norms mediate the altruistic values and personal norms of responsible computer acquisition and responsible computer disposal. As members of a collectivist society, Malaysians have a strong moral obligation to contribute for the betterment of the people in the society. Social pressure on whether consumers should carry out responsible behavior to buy a new green computer or dispose of an old in a responsible manner influences their decision-making and moral obligation to preserve the environment. Collectivist individuals are often influenced by the people around them in shaping their moral obligation for green computer purchase and disposal activities, that is, if they participate in green computer purchase and disposal behaviours, their reference group will perceive them as morally correct. This finding is important for the government in setting rules and regulations to preserve the environment by inviting prestigious members in the society to share responsible computer acquisition and disposal practices via mass and social media.

Conclusion

This study bridges the research gaps of the Value-belief-norm (VBN) Theory by confirming the mediating role of social norms between altruistic values and responsible computer acquisition, use and disposal. This study also makes a unique contribution to the existing knowledge by confirming the mediating role of personal norms between altruistic values and social norms of the responsible computer acquisition and disposal as well as the mediating role of social the mediating role of personal norms between altruistic values and social norms of the responsible computer acquisition and disposal. This finding is important for marketers and government practitioners to promote responsible computer consumption through shared moral values and social pressures.

This study is the pioneer studies in Asia countries that provides an integrative and holistic comparison on responsible computer acquisition, use and disposal. A large sample of 1000 questionnaires collected from eight developed cities in Malaysia with the highest level of computer literacy, making this study capable of reflecting the viewpoint of the majority of the Malaysian population.

Data availability

Underlying data

Figshare: Yee Yen, Yuen (2023). Social Norms, Personal Norms and Altruistic Values Across Responsible Computer Consumption Life Cycles. figshare. Dataset. https://doi.org/10.6084/m9.figshare.23591715.v1 (Yuen, 2023).

This project contains the following underlying data:

• dataset2.xlsx (Survey data)

Extended data

Figshare: Yee Yen, Yuen (2023). Social Norms, Personal Norms and Altruistic Values Across Responsible Computer Consumption Life Cycles. figshare. Dataset. https://doi.org/10.6084/m9.figshare.23591715.v1 (Yuen, 2023).

This project contains the following extended data:

• - Questionnaire.docx

Data are available under the terms of the Creative Commons Attribution 4.0 International license (CC-BY 4.0).

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Denley TJ, Woosnam KM, Ribeiro MA, et al.: Individuals’ intentions to engage in last chance tourism: Applying the value-belief-norm model. J. Sustain. Tour. 2020; 28(11): 1860–1881. Publisher Full Text
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Author details Author details

¹ Faculty of Business,, Multimedia University, Malacca, Malacca, 75450 Bukit Beruang, Malaysia
² School of Business and Management,, Royal Melbourne Institute of Technology (RMIT), Ho Chi Minh City, Vietnam
³ Business School, Department of Marketing, Sunway University, Selangor, Malaysia

Yuen Yee Yen
Roles: Writing – Original Draft Preparation, Writing – Review & Editing

Paul H.P. Yeow
Roles: Supervision, Writing – Review & Editing

WH Loo
Roles: Data Curation, Writing – Review & Editing

Competing interests

No competing interests were disclosed.

Grant information

The author(s) declared that no grants were involved in supporting this work.

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Published: 11 Dec 2023, 12:1575

https://doi.org/10.12688/f1000research.139037.1

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Yee Yen Y, Yeow PHP and Loo W. A cross-sectional survey measuring social norms, personal norms and altruistic values across responsible computer consumption life cycles [version 1; peer review: 2 approved with reservations]. F1000Research 2023, 12:1575 (https://doi.org/10.12688/f1000research.139037.1)

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Reviewer Report 20 Feb 2024

Xiaobin Lou, University of Georgia, Athens, Georgia, USA

Approved with Reservations

https://doi.org/10.5256/f1000research.152277.r242143

I am grateful for the opportunity to review this paper.
This is a great attempt to apply VBN theory (in its part form) to study environmental behavior in an Asia context. This study has a strength in using a ... Continue reading

I am grateful for the opportunity to review this paper.
This is a great attempt to apply VBN theory (in its part form) to study environmental behavior in an Asia context. This study has a strength in using a large sample size and in studying a relatively under-studied environmental behavior in a relatively under-studied sample. I also liked the authors grounding their findings in the Malaysian context in their discussions.

With these strengths, I still hold some concerns about the work. I hope my feedback can be helpful for the authors to improve their work.

1. My biggest concern is that the authors framed a very complex conceptual model using
a). social norm as a mediator of the link between altruistic value and pro-environmental behavior (PEB).
b). Personal norm as a mediator of the link between altruistic value and social norm
c). Social norm as a mediator of the link between altruistic value and personal norm

To my knowledge, the bi-directional mediation effect between social norms and personal norms is awkward, I have not seen former studies do that; I also doubt the theoretical soundness of this conceptualization; plus, VBN theory did not make such a bi-directional mediation argument. The authors may consider simplifying their model by sticking to the VBN theory.

2. Perhaps it will be easier for readers to get takeaways by presenting statistical findings in one figure, not in 8 tables.

3. More justification is needed regarding why the authors focus on a small portion of the VBN theory for statistical tests. For instance, the B (belief) component of the theory is totally ignored. For another instance, only altruistic value is studied.

I am not saying the authors should stick to the whole model, but it will be good to offer some justifications for their selections.

4. The methodological section lacks some important details, for instance, the detailed information of measurement tools and their psychometric performances.

Is the work clearly and accurately presented and does it cite the current literature?

Partly
Is the study design appropriate and is the work technically sound?

Yes
Are sufficient details of methods and analysis provided to allow replication by others?

Partly
If applicable, is the statistical analysis and its interpretation appropriate?

Partly
Are all the source data underlying the results available to ensure full reproducibility?

Yes
Are the conclusions drawn adequately supported by the results?

Yes

Competing Interests: No competing interests were disclosed.

Reviewer Expertise: environmental psychology

I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above.

CITE

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10

Reviewer Report 27 Jan 2024

Kai Wah Cheng, Faculty of Business and Communications, INTI International University & Colleges, Nilai, Negeri Sembilan, Malaysia

Approved with Reservations

https://doi.org/10.5256/f1000research.152277.r233879

(1) Is the work clearly and accurately presented and does it cite the current literature?
>>> The authors need to present a brief research background, followed by a problem statement or research gap for each of the variables in the ... Continue reading

(1) Is the work clearly and accurately presented and does it cite the current literature?
>>> The authors need to present a brief research background, followed by a problem statement or research gap for each of the variables in the framework.

(2) Is the study design appropriate and is the work technically sound?
>>> The explanation of the theoretical contributions is not enough. The authors should explain the application of VBN theory in the previous research works.
>>> What about the other types of contributions?
>>> The authors need to explain the significant relationships between each IV and DV clearly in the literature review.
>>> I would like to suggest the authors combine Figure 1, Figure 2, and Figure 3 in order to construct a unified research framework.

(3) Are sufficient details of methods and analysis provided to allow replication by others?
>>> The authors need to explain the research instrumentation clearly, whether it is formed via adoption or adaptation.
>>> Please explain the sampling technique and data collection procedures clearly in the article.

(4) If applicable, is the statistical analysis and its interpretation appropriate?
>>> I would like to suggest the authors combine Table 1, Table 2, Table 3, Table 4, Table 5, Table 6, Table 7, Table 8, and Table 9 into a unified results table.
>>> The authors should be able to compare and construct the direction of the current research results with the previous research results.
>>> All the explanation under Discussion should be prepared in an academic way and supported by relevant articles.

(5) Are the conclusions drawn adequately supported by the results?
>>> The write-up of Conclusion is too brief.
>>> The authors need to explain their research implications in the article.

Is the work clearly and accurately presented and does it cite the current literature?

Partly
Is the study design appropriate and is the work technically sound?

Partly
Are sufficient details of methods and analysis provided to allow replication by others?

Partly
If applicable, is the statistical analysis and its interpretation appropriate?

Partly
Are all the source data underlying the results available to ensure full reproducibility?

Yes
Are the conclusions drawn adequately supported by the results?

Partly

Competing Interests: No competing interests were disclosed.

Reviewer Expertise: Sustainability; consumer behaviour; consumer psychology; recycling & solid waste management; environmental education

I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above.

CITE

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Version 1 11 Dec 23	read	read

Kai Wah Cheng, INTI International University & Colleges, Nilai, Malaysia
Xiaobin Lou, University of Georgia, Athens, USA

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Reviewer Report

2 Views

20 Feb 2024 | for Version 1

Xiaobin Lou, University of Georgia, Athens, Georgia, USA

2 Views Cite this report Responses(0)

Approved With Reservations

I am grateful for the opportunity to review this paper.
This is a great attempt to apply VBN theory (in its part form) to study environmental behavior in an Asia context. This study has a strength in using a large sample size and in studying a relatively under-studied environmental behavior in a relatively under-studied sample. I also liked the authors grounding their findings in the Malaysian context in their discussions.

With these strengths, I still hold some concerns about the work. I hope my feedback can be helpful for the authors to improve their work.

1. My biggest concern is that the authors framed a very complex conceptual model using
a). social norm as a mediator of the link between altruistic value and pro-environmental behavior (PEB).
b). Personal norm as a mediator of the link between altruistic value and social norm
c). Social norm as a mediator of the link between altruistic value and personal norm

To my knowledge, the bi-directional mediation effect between social norms and personal norms is awkward, I have not seen former studies do that; I also doubt the theoretical soundness of this conceptualization; plus, VBN theory did not make such a bi-directional mediation argument. The authors may consider simplifying their model by sticking to the VBN theory.

2. Perhaps it will be easier for readers to get takeaways by presenting statistical findings in one figure, not in 8 tables.

3. More justification is needed regarding why the authors focus on a small portion of the VBN theory for statistical tests. For instance, the B (belief) component of the theory is totally ignored. For another instance, only altruistic value is studied.

I am not saying the authors should stick to the whole model, but it will be good to offer some justifications for their selections.

4. The methodological section lacks some important details, for instance, the detailed information of measurement tools and their psychometric performances.

Is the work clearly and accurately presented and does it cite the current literature?

Partly
Is the study design appropriate and is the work technically sound?

Yes
Are sufficient details of methods and analysis provided to allow replication by others?

Partly
If applicable, is the statistical analysis and its interpretation appropriate?

Partly
Are all the source data underlying the results available to ensure full reproducibility?

Yes
Are the conclusions drawn adequately supported by the results?

Yes

Competing Interests

No competing interests were disclosed.

Reviewer Expertise

environmental psychology

I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above.

Respond to this report

Responses (0)

Back to all reports

Reviewer Report

10 Views

27 Jan 2024 | for Version 1

Kai Wah Cheng, Faculty of Business and Communications, INTI International University & Colleges, Nilai, Negeri Sembilan, Malaysia

10 Views Cite this report Responses(0)

Approved With Reservations

(1) Is the work clearly and accurately presented and does it cite the current literature?
>>> The authors need to present a brief research background, followed by a problem statement or research gap for each of the variables in the framework.

(2) Is the study design appropriate and is the work technically sound?
>>> The explanation of the theoretical contributions is not enough. The authors should explain the application of VBN theory in the previous research works.
>>> What about the other types of contributions?
>>> The authors need to explain the significant relationships between each IV and DV clearly in the literature review.
>>> I would like to suggest the authors combine Figure 1, Figure 2, and Figure 3 in order to construct a unified research framework.

(3) Are sufficient details of methods and analysis provided to allow replication by others?
>>> The authors need to explain the research instrumentation clearly, whether it is formed via adoption or adaptation.
>>> Please explain the sampling technique and data collection procedures clearly in the article.

(4) If applicable, is the statistical analysis and its interpretation appropriate?
>>> I would like to suggest the authors combine Table 1, Table 2, Table 3, Table 4, Table 5, Table 6, Table 7, Table 8, and Table 9 into a unified results table.
>>> The authors should be able to compare and construct the direction of the current research results with the previous research results.
>>> All the explanation under Discussion should be prepared in an academic way and supported by relevant articles.

(5) Are the conclusions drawn adequately supported by the results?
>>> The write-up of Conclusion is too brief.
>>> The authors need to explain their research implications in the article.

Is the work clearly and accurately presented and does it cite the current literature?

Partly
Is the study design appropriate and is the work technically sound?

Partly
Are sufficient details of methods and analysis provided to allow replication by others?

Partly
If applicable, is the statistical analysis and its interpretation appropriate?

Partly
Are all the source data underlying the results available to ensure full reproducibility?

Yes
Are the conclusions drawn adequately supported by the results?

Partly

Competing Interests

No competing interests were disclosed.

Reviewer Expertise

Sustainability; consumer behaviour; consumer psychology; recycling & solid waste management; environmental education

I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above.

Respond to this report

Responses (0)

[1] Ali SBM, Hasanuzzaman M, Rahim NA, et al.: Analysis of energy consumption and potential energy savings of an institutional building in Malaysia. Alex. Eng. J. 2021; 60(1): 805–820. Publisher Full Text

[2] Amiot CE, Skerlj F: The role of dynamic social norms in promoting the internalization of sportspersonship behaviors and values and psychological well-being in ice hockey. Front. Psychol. 2021; 12. PubMed Abstract | Publisher Full Text | Free Full Text

[3] Azami N, Bathmanathan V, Rajadurai J: Understanding generation y’s green purchasing decision in Malaysia. Glob. Bus. Manag. Res. 2018; 10(3): 1010.

[4] Bernhard RM, Martin JW, Warneken F: Why do children punish? Fair outcomes matter more than intent in children’s second-and third-party punishment. J. Exp. Child Psychol. 2020; 200(1): 104909. PubMed Abstract | Publisher Full Text

[5] Çakır YB, Karaarslan SG: Future teachers’ sustainable water consumption behavior: a test of the value-belief-norm theory. Sustainability. 2019; 11(6): 1558. Publisher Full Text

[6] Chan HW, Udall AM, Tam KP: Effects of perceived social norms on support for renewable energy transition: Moderation by national culture and environmental risks. J. Environ. Psychol.2022; 79(6): 101750. Publisher Full Text

[7] Cho JY, Li Y, Armstrong AK, et al.: Using Social Norms to Promote Actions Beyond the Course. Proceedings of the Eighth ACM Conference on Learning@ Scale. 2021, June; pp. 161–172.

[8] de Groot JI , Bondy K, Schuitema G: Listen to others or yourself? The role of personal norms on the effectiveness of social norm interventions to change pro-environmental behavior. J. Environ. Psychol. 2021; 78(1): 101688. Publisher Full Text

[9] De Groot JI, Steg L: Morality and prosocial behavior: The role of awareness, responsibility, and norms in the norm activation model. J. Soc. Psychol.2021; 149(4): 425–449. Publisher Full Text

[10] Denley TJ, Woosnam KM, Ribeiro MA, et al.: Individuals’ intentions to engage in last chance tourism: Applying the value-belief-norm model. J. Sustain. Tour. 2020; 28(11): 1860–1881. Publisher Full Text

[11] Faletar I, Kovačić D, Cerjak M: Purchase of organic vegetables as a form of pro-environmental behaviour: Application of Norm Activation Theory. J. Cent. Eur. Agric. 2021; 22(1): 211–225. Publisher Full Text

[12] Fornara F, Pattitoni P, Mura M, et al.: Predicting intention to improve household energy efficiency: The role of value-belief-norm theory, normative and informational influence, and specific attitude. Environ. Psychol.2016; 45(1): 1–10. Publisher Full Text

[13] Ganivet E: Growth in human population and consumption both need to be addressed to reach an ecologically sustainable future. Environ. Dev. Sustain. 2020; 22(6): 4979–4998. Publisher Full Text

[14] Ghazali I, Abdul-Rashid SH, Dawal SZM, et al.: Green product preferences considering cultural influences: a comparison study between Malaysia and Indonesia. Manag. Environ. Qual. 2021; 32(5): 1040–1063. Publisher Full Text

[15] Global E-Waste Monitor: Global E-Waste Monitor Report 2020.2020. Retrieved August 18, 2021. Reference Source

[16] Golob U, Podnar K, Koklič MK, et al.: The importance of corporate social responsibility for responsible consumption: Exploring moral motivations of consumers. Corp. Soc. Responsib. Environ. Manag. 2019; 26(2): 416–423. Publisher Full Text

[17] Guagnano GA: Altruism and market-like behavior: An analysis of willingness to pay for recycled paper products. Popul. Environ.2001; 22(4): 425–438. Publisher Full Text

[18] Hair JF Jr, Sarstedt M, Matthews LM, et al.: Identifying and treating unobserved heterogeneity with FIMIX-PLS: part I–method. Eur. Bus. Rev. 2016.

[19] Han H, Hwang J, Lee MJ: The value–belief–emotion–norm model: Investigating customers’ eco-friendly behavior. J. Travel Tour. Mark. 2017; 34(5): 590–607. Publisher Full Text

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A cross-sectional survey measuring social norms, personal norms and altruistic values across responsible computer consumption life cycles

Abstract

Purpose

Originality

Methodology

Findings

Keywords

1. Introduction

Theoretical contributions

Literature review

Responsible computer acquisition, use and disposal

Altruistic values

Social norms

Personal norms

Research framework

Figure 1. Mediating roles of social norms on altruistic values and responsible computer acquisition, use and disposal.

Figure 2. Mediating roles of personal norms on altruistic values and social norms.

Figure 3. Mediating roles of social norms on altruistic values and personal norms.

Hypotheses

Method

Ethics clearance

Instrument and scale

Pre-test and pilot study

Sampling method and sample size

Data collection

Data analysis techniques

Respondents’ profile

Results

Measurement model

Table 1. Mediation analysis of social norms on altruistic values and responsible computer acquisition.

Mediation test

Table 2. Mediation analysis of social norms on altruistic values and responsible computer use.

Table 3. Mediation analysis of social norms on altruistic values and responsible computer disposal.

Table 4. Mediation analysis of personal norms on altruistic values and social norms of responsible computer acquisition.

Table 5. Mediation analysis of social norms on altruistic values and personal norms of responsible computer use.

Table 6. Mediation analysis of personal norms on altruistic values and social norms of responsible computer disposal.

Table 7. Mediation analysis of social norms on altruistic values and personal norms of responsible computer acquisition.

Table 8. Mediation analysis of social norms on altruistic values and personal norms of responsible computer use.

Table 9. Mediation analysis of social norms on altruistic values and personal norms of responsible computer disposal.

Discussion

Mediating role of social norms between altruistic values and responsible computer acquisition, use and disposal

Mediating role of personal norms between altruistic values and social norms of responsible computer acquisition and responsible computer disposal

Mediating role of social norms between altruistic values and personal norms of responsible computer acquisition and responsible computer disposal

Conclusion

Data availability

Underlying data

Extended data

References

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