The unexpected effect of frugality on green purchase intention |
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| Institution: | 1. Keio University, Graduate School of Business Administration, 4-1-1 Hiyoshi, Kohoku-Ku, Yokohama, 223-8526, Japan;2. Northeastern University, D''Amore-McKim School of Business, 313 Hayden Hall, 360 Huntington Avenue, Boston, MA, 02115, USA;1. Department of Marketing, Faculty of Business, Economics & Law, Auckland University of Technology, 120 Mayoral Drive, WY416, Auckland 1010, New Zealand;2. Department of Marketing, Operations, & Analytics, The Bill Munday School of Business, St. Edward’s University, 3001 S Congress Ave, Austin, TX 78704, United States;3. Department of Business Administration, Williams School of Commerce, Economics, and Politics, Washington and Lee University, Huntley Hall, Lexington, VA 24450, United States;4. Department of Management, Pamplin College of Business, Virginia Tech, 2094 Pamplin (0233), 880 West Campus Drive, Blacksburg, VA 24061, United States;1. Faculty of Management, Dr. A.P.J. Abdul Kalam Technical University, Lucknow, Uttar Pradesh, India;2. Institute of Management Studies, Ghaziabad, Uttar Pradesh, India;3. M.B.A Department, BN College of Engineering and Technology, Lucknow, Uttar Pradesh, India;4. M.B.A Department, Akhilesh Das Gupta Institute of Technology and Management, New Delhi, India;1. School of Management, Zhejiang University of Technology, 18 Chaowang Rd, Gongshu District, Hangzhou, Zhejiang, 310014, China;2. Desautels Faculty of Management, McGill University, 1001 Sherbrooke Street West, Montreal, Quebec, H3A 1G5, Canada |
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| 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. |
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| Keywords: | Frugality Green purchase intention Saving Green concern |
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