The COVID‐19 pandemic has spread worldwide, resulting in crises in public health and sustainable development. Aimed at understanding the determinants of conscious green purchasing behavior (GPB), ...this paper developed a comprehensive framework linking the moderating effect of negative environmental affective reactions (NEAR) to COVID‐19 based on the S–O–R paradigm. Using randomly selected urban residents from China's Yangtze River Delta and Bohai Rim regions, the empirical study was conducted using 559 valid responses. The results show that media and peers are the major social forces activating altruistic and egoistic motivations, while family influence was not significant. Dual motivations significantly mediated the relationships of unconditional and conditional GPB with media exposure and peer influence. Contrary to expectations, NEAR negatively moderated the formation process of conscious GPB. The findings indicate that the influence of peers on conscious GPB through dual motivations is stronger compared to media. Negative affective reactions to COVID‐19 were also found to inhibit the impact of peer influence on altruistic and egoistic motivations, as well as the path of altruistic motivation on unconditional GPB. The results of this study have important theoretical and practical implications for enterprise marketing and environmental campaigns, and narrowing the green attitude‐behavior gap.
This study explored the formation of consumers’ green purchasing behavior (GPB) and investigated the moderating effect of sensitivity to climate change (SCC) to address this current knowledge gap. An ...integrated model merging the Social Influence Theory and the Goal-framing Theory was developed with the Stimulus-Organism-Response (S-O-R) paradigm. An empirical study was conducted, surveying 583 respondents and analyzing the questionnaire results using structural equation modeling. The results show that media, family, and peer influence (PEI) can effectively activate the consumers’ goal frames. Hedonic and normative goals had significant positive influences on GPB, while gain goals had no significant effect. SCC was found to significantly moderate social influence on GPB through the consumers’ goal frames. This research provided strong empirical support on understanding the relationship between social influence and GPB through three goal frames. In addition, the potential differences of the GPB formation process in two subgroups (high SCC and low SCC) are also investigated. The results of this study can help green practitioners develop more effective marketing strategies and incentives targeted to consumers with varying levels of environmental consciousness or sensitivity.
One of the main obstacles to green development is the green motivation-behavior gap of individuals. Within the stimulus-organism-response paradigm framework, this paper establishes a research model ...based on the big five personality model, aiming to better understand the effect of media exposure on residents' green purchasing behavior and the narrowing of the motivation-behavior gap. Structural equation modeling and multiple regression analysis approaches were employed using data from 530 samples. We investigated (1) whether an ecological personality mediated the relationship between media exposure and green purchasing behavior, and (2) whether gender also moderated these relationships. Results indicate that media exposure can effectively shape residents' ecological personality, although not all dimensions of an ecological personality can be effectively transformed into green purchasing behavior. The mediation effects of the five dimensions of ecological personality were significantly different, and there were gender differences in these pathways. Overall, our findings are the first to indicate that media exposure can influence green purchasing behavior by shaping residents' ecological personality traits, particularly those that are stable and durable in theory, although green practitioners should be aware that their green information strategy should be tailored to match their audience's ecological personality and gender.
The spread of the COVID-19 virus shows that it is time to re-emphasize the ethical attitude of “awe of others, awe of nature, and awe of life.” It once again reveals the importance of green ...development. In this study, we introduce awe into the context of COVID-19 and construct an “emotion-motivation-behavior” framework, aiming to explore the relationship between the epidemic and green purchasing behavior from a psychological perspective. Study 1 demonstrates the effect of awe on green purchasing and examines the mediating role of the motivation perspective, to reveal the potential different path. Specifically, prosocial motivation mediates the effect of positive awe evoked by COVID-19 on green purchasing; risk avoidance motivation mediates the effect of negative awe evoked by COVID-19 on green purchasing. Study 2 examined the moderating effect of self-construal. These findings have important management implications for enterprises to correctly use emotional guidance strategies and promote green marketing practices during the COVID-19.
Green purchasing behavior is of great significance to the realization of carbon reduction goals. Through in‐depth interviews, this study uses new energy vehicles to explore the driving factors of ...green purchase. It applies grounded theory for a qualitative analysis, the results of which show that behavior motivation, behavior intentions, residential characteristics, social norms, behavior ability, and institutional and technological context are the main factors of green purchase, albeit in inconsistent ways. It is found that behavior motivation indirectly affects green purchase through behavior intention; residents' characteristics, behavioral ability, social norms, and the institutional and technological context have moderating effects on the relationship between behavior intention and green purchase, indicating the existence of an “intention–behavior” gap. The study proposes the comprehensive model of Motivation–Intention–Context–Behavior to explain the driving factors for green purchase and provides policy implications on marketing strategy to companies producing green products.
Objetivo: Verificar o papel do desejo de status sobre as atitudes do consumidor, intenção de compra e percepção de benefícios autoexpressivos no comportamento de compra de produto verde.
Referencial ...teórico: A partir da Teoria da Ação Racional e da Teoria da Sinalização Onerosa, foi associado o comportamento de compra verde à conservação conspícua. Assim, considerando as atitudes enquanto antecedentes do comportamento de compra verde e incluindo os benefícios autoexpressivos para investigar esse fenômeno, as hipóteses deste trabalho foram desenvolvidas
Método: Realizou-se um experimento fatorial between subjects a um fator (desejo de status ativado versus não ativado) com estudantes de graduação de uma universidade pública brasileira (N = 116).
Resultados e conclusão: Os resultados evidenciaram que o desejo de status influencia positivamente o comportamento de compra em contextos conspícuos, mais especificamente nas situações em que a compra verde é visível e pode sinalizar status. Porém, os benefícios autoexpressivos não foram influenciados pelo desejo de status. Este achado sugere que benefícios autoexpressivos podem assumir um papel de antecedente do desejo de status.
Implicações da pesquisa: O trabalho consubstancia o argumento de que consumidores com desejo de status apresentam maior propensão a se envolver neste tipo de compra, como forma de sinalizar preocupação ambiental para os outros e, assim, benefícios sociais.
Originalidade/valor: O trabalho contribui ao evidenciar que fatores sociais, como desejo de status, são determinantes na promoção do comportamento de compra verde.
The effectiveness of promoting green products in an effort to reduce carbon emissions relies heavily on understanding the mechanisms that influence green purchasing behavior. These mechanisms, ...however, remain both controversial and unclear, necessitating a thorough investigation to identify and decipher their underlying impacts. This paper presents a comprehensive dual-study analysis employing a mixed-methods approach to demystify this subject. Our first study tests the “net effect” mechanism of a theoretical model based on responses from 611 questionnaires from Chinese customers. Utilizing hierarchical regression analysis and Bootstrap confidence intervals, we examine the main effect, mediating effect, moderating effect, and moderated mediating effect to construct a more distinct “net effect” model than previously available. In the second study, the fuzzy set qualitative comparative analysis method (fs-QCA) is employed to examine the different antecedent variables affecting green purchasing behavior. The findings show no single determinant is essential; instead, green purchasing behavior follows three distinct patterns - namely, internal autogenous, environment-oriented, and individual profit-driven. Further analysis reveals that each pattern hinges on “green trust” to facilitate green purchasing behavior. The findings offer significant contributions to the understanding of the role environmental values play in green purchasing behavior. Moreover, it furnishes empirical insights that fostering consumers toward low-carbon consumption.
This study aims to identify the key antecedents that influence young Indian consumers' environmental attitudes, which indirectly affect their green purchasing behavior. A model is proposed to test ...the impact of factors affecting environmental attitude and green purchasing behavior. A convenience sampling method was employed to obtain 730 usable responses from young students. The study explores the hypotheses that altruism, interpersonal influence, and environmental knowledge of young consumers affect their environmental attitude. A path analysis shows that environmental attitudes of young consumers affect their green purchasing behavior, demonstrating the attitude-behavior model. The article concludes by presenting theoretical and practical implications for future research in environmental psychology.
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