The influence of social media reycling advertising value on prosocial behavior, moderated by ease of use and subjective norm. A study in UEH University of Vietnam

Abstract

Recycling is becoming a major concern worldwide. However, according to research, everyone knows that recycling is an action that is encouraged through advertising but the problem of not recycling still occurs. Accordingly, the present study aimed to conduct an examination of Vietnamese opinion about recycling behavior and their experience with prosocial advertisements. Through the focus group session in the previous research, we hypothesize that factors affecting the perceived value of recycling ad include: informativeness, irritation, emotional appeal, and creativity. After that, a convenience sample of over 400 adolescents and students at Ho Chi Minh city was recruited to complete the survey form. Through the conditional process model analysis based on the data, the effects of different factors on consumers’ perceived value, and prosocial behavior were analyzed. This is not only the first time that the moderating effect of social norm and ease of use was verified but also the first study that includes the context of recycling prosocial behavior. Overall, excluding Irritation, each factor has separate impacts on consumers’ perceived value, and prosocial behavior. Perceived values have a significant mediating effect on the relationship between factors and prosocial behavior. Social norm and ease of use are not qualified moderators in any situations. These conclusions provide important implications for the promotion of enterprises’ recycling prosocial advertisements.