Green Consumption Values and Green Purchasing Behaviour: A Moderated Mediation Model of Gratitude and Green Product Availability
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Summary
This summary is machine-generated.Undergraduates
Area Of Science
- Psychology
- Environmental Studies
- Consumer Behavior
Background
- Understanding the drivers of sustainable consumption is crucial for environmental protection.
- Green consumption values influence purchasing decisions, but the psychological mechanisms require further investigation.
- Undergraduates represent a key demographic for promoting long-term sustainable behaviors.
Purpose Of The Study
- To investigate the psychological mechanisms linking green consumption values to green purchasing behavior in undergraduates.
- To examine the mediating role of gratitude in this relationship.
- To explore the moderating effect of green product availability.
Main Methods
- A two-wave prospective research design was employed.
- 1198 undergraduate students from a large Chinese university participated in the survey.
- Statistical analyses were used to test mediation and moderation hypotheses.
Main Results
- Green consumption values positively predicted green purchasing behavior.
- Gratitude partially mediated the relationship between green consumption values and green purchasing behavior.
- Green product availability moderated the effects of gratitude on purchasing behavior and the indirect effect of consumption values on purchasing behavior.
Conclusions
- Gratitude plays a role in translating green consumption values into purchasing actions, but its impact is contingent on product availability.
- Increased green product availability can weaken the influence of gratitude, suggesting a potential shift towards convenience over values.
- Findings offer insights for designing interventions to promote sustainable consumption among young adults, particularly concerning the role of psychological factors and environmental context.
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