Mediating Role of Perceived Market Influence in the Relationship between Subjective Norms and Eco-Friendly Consumption

This study identifies three stages of eco-friendly consumer behavior: purchasing, usage, and disposal. It explores the influence of subjective norms regarding eco-friendly consumption on consumers’ perceived market influence and examines how both subjective norms and market influence affect eco-friendly behaviors. Data are collected from a nationally representative sample of 1,000 adults aged 18–65. Confirmatory factor analysis verifies the reliability and validity of the measures, and structural equation modeling is used to test the proposed hypotheses. The study contains three main findings. First, subjective norms have a significant positive impact on perceived market influence, which suggests that consumers’ belief that their eco-friendly actions can influence other consumers and businesses are strengthened by social support and expectations within the consumers’ immediate networks. Second, both subjective norms and perceived market influence significantly affect ecofriendly purchasing, usage, and disposal behaviors. The coefficients of determination (R²) range from 37.7% to 50.3%, indicating strong explanatory power and highlighting the importance of perceived social influence to sustainable consumption. Third, while perceived market influence exerts a stronger effect during the purchasing stage, subjective norms are more influential during the usage and disposal stages. Accordingly, the mediating effect of perceived market influence is more pronounced in the purchasing stage than in the later stages. Overall, the study underscores the critical role of subjective norms and perceived market influence in shaping eco-friendly consumer behavior and offers practical implications for consumer education and policies aimed at promoting sustainable consumption.