Under Construction @ Keele 2016 Volume 2 Issue 2 | Page 24

15 A challenging group to predict is the non-engagers group, as this group do not rate any of the values as particularly important. It may be the case that these individuals are more passive, and take a laissez-faire approach when making decisions. Therefore, it is thought that participants in this group may purchase fewer recycled products than participants in the value-opportunists group (H6). Finally, it is predicted that differences between the groups regarding their willingness to buy recycled products will be mediated by their moral norm to recycle (H7). In summary, in terms of willingness to buy recycled products, it is hypothesised that the relationship between the groups will be as follows: Self-Enhancers < Non-Engagers < Value Opportunists < Selfless-Contributors Results PROCESS, an add-on for the statistical computer-based package SPSS, was used to conduct mediation analysis. First this indicated whether any differences existed between the groups regarding their willingness to purchase recycled products (H1 - H6). Secondly, it identified whether the relationship between the groups and their willingness to buy recycled products was mediated by their moral norms regarding recycling (H7). The findings offered support for both H1 and H2: the self-enhancers group purchased fewer recycled products than both the selfless-contributors group and the value opportunists group. Furthermore, the findings indicated support for H5 and H6: the non-engagers group purchased fewer recycled products than both the selfless-contributors group and the value opportunists group. However, no significant differences were found regarding the purchasing of recycled products when comparing the self-enhancers group to the non-engagers group, or when comparing the value-opportunists group to the selfless-contributors group, leading to the rejection of both H3 and H4. These findings suggest that the self-enhancers group and the non-engagers group behave similarly to one another in terms of willingness to buy recycled products. The same can be found when comparing the value-opportunists group with the selfless contributors group. However, the latter two groups, the opportunistic Oscars and selfless Susans, were both willing to purchase more recycled products than either of the former two groups, the egocentric Edwards and non-engaging Ninas. Consequently, in terms of willingness to buy recycled products, the groups can be split as follows: Self-Enhancers & Non-Engagers < Value-Opportunists & Selfless-Contributors