The unexpected effect of frugality on green purchase intention

Hong Wang, Baolong Ma, Rubing Bai and Lin Zhang

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: Frugality is frequently associated with sustainable consumer behavior which contributes to a growing resource saving. In this study, we challenge the prevailing view. Compared to the positive effects of frugality, little work has focused on its negative effects. Thus, this study presents a research model which explores whether and how frugality influence green purchase intention. With data collected from 369 participants, the results report that frugality has a negative effect on green purchase intention. It is significantly mediated by motivation to save. In addition, green concern negatively moderates the relationship between frugality and purchase intention, and that between motivation to save and purchase intention. The study provides a deeper understanding of frugality, and develops an avenue to promote sustainable consumption.

Keywords: Frugality; Green purchase intention; Saving; Green concern (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s096969892031393x

DOI: 10.1016/j.jretconser.2020.102385

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