Personal and social norms in responsible computer acquisition

This study aimed to investigate the mediating roles of social and personal norms in the relationships between transcendent values (i.e. altruistic and biospheric) and responsible computer acquisition behaviour (RCAB). Previous studies suggested the role of norms in explaining the value–behaviour relationship. However, they did not provide sufficient evidence of the mediating roles of both personal and social norms. Design/methodology/approach A self-administered questionnaire was employed to gather data from 571 consumers in Malaysia. The data were analysed using the structural equation modelling method. Findings It was found that personal and social norms partially mediate the relationship between altruistic values and RCAB. Social norms also partially mediate the relationship between altruistic values and personal norms. However, there was no significant relationship between biospheric values and RCAB; thus, the norms have no mediation roles