Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity

Beibei Yue, Guanghua Sheng, Shengxiang She and Jiaqi Xu
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Beibei Yue: School of Business, Jilin University, Changchun 130012, China
Guanghua Sheng: School of Business, Jilin University, Changchun 130012, China
Shengxiang She: School of Business, Guizhou University of Finance and Economics, Guiyang 550025, China
Jiaqi Xu: Center for Behavior Decision, Shaanxi University of Technology, Hanzhong 723000, China

Sustainability, 2020, vol. 12, issue 5, 1-16

Abstract: Research on influence factors for green consumption has greatly advanced in recent years. However, little research has explored the effect of consumers’ environmental responsibility on green consumption and how this effect was mediated by environmental concern and moderated by price sensitivity, especially when consumers simultaneously pay close attention to environmental and personal interests. This study investigates the impact of environmental responsibility on green consumption via the mediation of environmental concern and the moderation of price sensitivity. The questionnaire survey method was used to collect data from 680 Chinese consumers via an online questionnaire. The empirical results reveal that environmental responsibility can promote environmental concern and enhance green consumption. Specifically, environmental responsibility has a positive impact on environmental concern and also has different positive effects on green consumption intention. Environmental concern positively affects green consumption intention and plays a partial mediation role in the relationship between environmental responsibility and green consumption intention. Price sensitivity plays a negative moderation role in the relationship among environmental responsibility, environmental concern and green consumption intention. The theoretical and managerial implications of the findings were discussed.

Keywords: environmental responsibility; environmental concern; price sensitivity; green consumption; green marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (54)

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