The Influence of High–Low Power on Green Consumption: The Moderating Effect of Impression Management Motivation

Yong Zhang, Jiayu Ao and Jiayue Deng
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Yong Zhang: School of Management, Jinan University, Guangzhou 510632, China
Jiayu Ao: School of Management, Jinan University, Guangzhou 510632, China
Jiayue Deng: School of Management, Jinan University, Guangzhou 510632, China

Sustainability, 2019, vol. 11, issue 16, 1-16

Abstract: The importance of sustainable development has reached a consensus. Green consumption, as the final link of consumer behavior, can help green production activities make a real difference and achieve sustainable development. Based on the Agentic–Communal Model, this paper explores the relationship between power and green consumption through three experiments. The results showed that low-power (vs. high-power) consumers, who are more dependent on others, are likely to facilitate and encourage a communal orientation towards one’s environment. These consumers pay more attention to others and may have a preference for green consumption. Self-concern plays a mediating role in this mechanism. However, when individuals have a strong impression management motivation, the difference in their willingness toward green consumption will disappear. In other words, both lower-power and high-power consumers are more willing to purchase green products. This paper helps to deepen the understanding of the psychological mechanisms underlying green consumption and also provides practical implications for firms’ green marketing strategies.

Keywords: power; green consumption; self-concern; impression management motivation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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