Consumer confidence and green purchase intention: An application of the stimulus-organism-response model |
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| Institution: | 1. College of Business Administration, Capital University of Economics and Business, China;2. International Business School Suzhou, Xi''an Jiaotong-Liverpool University, China;3. ESG Research Institute and College of Business Administration, Capital University of Economics and Business, China;4. School of Management and Economics, Beijing Institute of Technology, China;1. College of Business Administration, Capital University of Economics and Business, China;2. International Business School Suzhou, Xi''an Jiaotong-Liverpool University, China;3. ESG Research Institute and College of Business Administration, Capital University of Economics and Business, China;4. School of Management and Economics, Beijing Institute of Technology, China;1. Soonchunhyang University, Global Business School, U901, Soonchunhyang-ro 22, Sinchang-myeon, Asan-si, Chungchungnam-do, 31538, Republic of Korea;2. KT Economics and Management Research Institute, KT Gwanghwamun Bldg., 33, Jong-ro 3-gil, Jongno-gu, Seoul, 03155, Republic of Korea;3. Seoul Women''s University, Department of Data Science, 621 Hwarang-ro, Nowon-gu, Seoul, 01797, Republic of Korea;1. Indian Institute of Management, Shillong, India;1. School of Business, Shri Mata Vaishno Devi University, Katra, J&K, India;2. Academic Associate, Indian Institute of Management, Indore, India;1. University of Valencia, Faculty of Economics – Department of Marketing, Av. Naranjos s/n., 46022 Valencia, Spain;2. University of Glasgow, Adam Smith Business School, Gilbert Scott Building, Glasgow G12 8QQ, United Kingdom |
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| Abstract: | Environmental commentators have speculated, but not empirically validated, that consumers’ positive (negative) evaluation of the economy will lead to more (less) green consumption. The purposes of this study were to (1) ascertain whether consumer confidence affects green consumption and (2) uncover the psychological mechanisms of this relationship, in a non-recession context. Drawing upon the stimulus-organism-response model, we developed a conceptual model, which we tested via mediation analysis, using data from a sample of Chinese consumers (n = 1,184). Results show that there is a positive relationship between consumer confidence and green purchase intention. Environmental and status consciousness partially mediates the positive relationship between consumer confidence and green purchase intention. We contribute to the literature on antecedents of green consumption by being the first to empirically establish the salience of consumer confidence in this domain. Investigating green purchase intention, which differs depending on consumer confidence level, has the potential to assist retailers in developing better marketing tactics. Our study also benefits economists and environmentalists by helping them better understand how consumer confidence fluctuations play critical roles in addressing economic growth-driven major environmental challenges. |
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| Keywords: | Consumer confidence Environmental consciousness Status consciousness Green purchase intention Stimulus-organism-response |
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