The Impact of Green Purchase Intention on Compensatory Consumption: The Regulatory Role of Pro-Environmental Behavior

Chao Chen, Desheng Li, Jingjing Qian () and Ziying Li
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Chao Chen: School of Economics and Management, East China Jiaotong University, Nanchang 330013, China
Desheng Li: School of Economics and Management, East China Jiaotong University, Nanchang 330013, China
Jingjing Qian: School of Economics and Management, Nanchang University, Nanchang 330031, China
Ziying Li: School of Economics and Management, East China Jiaotong University, Nanchang 330013, China

Sustainability, 2024, vol. 16, issue 18, 1-22

Abstract: Green purchasing behavior refers to the potential of consumers to reduce the impact on the environment and the excessive loss of natural resources in the procurement process as far as possible under the premise of meeting their own needs. This behavior is not only helpful in alleviating environmental problems but also is an important way to achieve sustainable development. However, whether consumers will increase non-green or excessive compensatory consumption behaviors due to the “moral permission” psychological tendency, present after purchasing green products, is an important question in the current research. This study explores the effect of green purchase intention on compensatory consumption behavior, with special attention to the moderating role of pro-environmental behavior in this relationship. With the increasingly severe global environmental problems, green consumption, as a pro-environmental behavior, has gradually become the focus of social attention. By analyzing the relationship between consumers’ green purchase intention and their subsequent compensatory consumption behavior, this study further reveals the important role of pro-environment behavior in the consumption decision-making process.

Keywords: green purchase intention; compensatory consumption; pro-environmental behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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