The Impact of Environmental Commitment on Green Purchase Behavior in China

Xixiang Sun, Ziyuan Tian, Jianguo Wang and Weihuan Su
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Xixiang Sun: School of Management, Wuhan University of Technology, Wuhan 430070, China
Ziyuan Tian: School of Management, Wuhan University of Technology, Wuhan 430070, China
Jianguo Wang: School of Management, Wuhan University of Technology, Wuhan 430070, China
Weihuan Su: School of Management, Wuhan University of Technology, Wuhan 430070, China

IJERPH, 2022, vol. 19, issue 14, 1-17

Abstract: There is no consensus on whether environmental commitment can promote green purchase behavior. Especially in the Chinese context, the validity and internal mechanism of the impact of environmental commitment on green purchase behavior have not been deeply studied. Based on Norm Activation Theory and Theory of Planned Behavior, this study explores the influence mechanism of environmental commitment on consumers’ green purchase behavior. Research data were derived from China, and analyzed using randomized control trials. Results reveal that environmental commitment significantly promotes green purchase behavior. Anticipated pride and anticipated guilt mediate the relationship between environmental commitment and green purchase behavior. Social norms moderate the positive effect of environmental commitment on anticipated pride and anticipated guilt. Compared with low social norms, environmental commitment has a greater effect on anticipated pride and anticipated guilt in the case of high social norms. This study provides new insight into environmental commitment and how to promote green purchase behavior, and the findings could help governments and marketers to formulate future policies and strategies to promote consumers’ green purchase behavior.

Keywords: environmental commitment; green purchase behavior; anticipated pride; anticipated guilt; social norms (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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