Effect of Green Consumption Value on Consumption Intention in a Pro-Environmental Setting: The Mediating Role of Approach and Avoidance Motivation

Jianguo Wang, Jianming Wang and Jian Gao

SAGE Open, 2020, vol. 10, issue 1, 2158244020902074

Abstract: Based on the theory of consumer values, this study aimed to examine the relationship between green consumption values and pro-environmental consumption intention by establishing a “value-motivation-intention†model and to check the moderation effect of green involvement. In total, 741 shoppers were recruited. Data analyses showed that (a) green consumption values positively influenced pro-environmental consumption intention; (b) the behavioral approach system positively influenced pro-environmental consumption intention, but the behavioral inhibition system did not; (c) the behavioral approach system positively mediated the relationship between green consumption values and pro-environmental consumption intention; and (d) green involvement positively moderated the relationship between green consumption values and pro-environmental consumption intention.

Keywords: green consumption values; pro-environmental consumption intention; behavior activation system; behavior inhibition system (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:10:y:2020:i:1:p:2158244020902074

DOI: 10.1177/2158244020902074

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