期刊
ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS
卷 34, 期 8, 页码 1721-1739出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/APJML-04-2021-0244
关键词
Environmental concern; Perceived cost of green purchasing; Price sensitivity; Moral obligation; Green self-identity; Green products
类别
资金
- National Natural Science Foundation of China [71974177]
- USTC Research Funds of the Double First-Class Initiative [YD2160002002]
This study aims to comprehensively explore the integration of negative and positive drivers of green buying based on social dilemma theory and psychological egoism theory. The results indicate that moral obligations, green self-identity, environmental concern, and social pressure positively influence green purchase intention, while perceived cost of green purchasing and price sensitivity have negative impacts. Social pressure was found to moderate the relationships between these factors and consumers' green purchasing intention, highlighting the importance of considering cultural and social influences in understanding green consumer behavior.
Purpose This research aims to conduct a comprehensive conceptual model and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) drivers of green buying based on social dilemma theory and psychological egoism theory. Design/methodology/approach Data were collected using a self-administered questionnaire survey and analyzed with hierarchical regression analysis. Findings The results indicate that moral obligations, green self-identity, environmental concern and social pressure are positively related to green purchase intention, while perceived cost of green purchasing and price sensitivity are negatively. Meanwhile, social pressure positively moderates the relationship between price sensitivity and consumers' green purchasing intention, but negatively moderates the relationship between perceived cost of green purchasing and consumers' green purchasing intention. Originality/value First, this study is a comprehensive model of the concept and empirical validation of the integration of negative (ego-centric) and positive (altruistic and ego-centric) drivers of green buying. Specially, this study emphasizes the neglected importance of positive ego-centric factors of green consumer behavior. Second, this study explicitly incorporated the moderating effect of social pressure in the context of China. Since green buying is a social dilemma, the changes in this social dilemma after being affected by social pressure under the Chinese collectivist culture are also worth noting. Third, little is known about what motivates green consumption in emerging economies, and this has been hampered by a lack of cultural knowledge, conceptual richness and behavioral research that critically analyses consumer behavior.
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