ArticleBusiness strategy and the environment2022
Achieving sustainability: Determinants of conscious green purchasing behavior during the COVID-19 pandemic.
Article in Business strategy and the environment, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 2 papers.
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2 citing papers in PubMed.
- Achieving sustainability: Determinants of conscious green purchasing behavior during the COVID-19 pandemic.Business strategy and the environment · 2022Article
- The effect of COVID-19 risk perception on pro-environmental behavior of Chinese consumers: Perspectives from affective event theory.Frontiers in psychology · 2022Article
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Abstract
The COVID-19 pandemic has spread worldwide, resulting in crises in public health and sustainable development. Aimed at understanding the determinants of conscious green purchasing behavior (GPB), this paper developed a comprehensive framework linking the moderating effect of negative environmental affective reactions (NEAR) to COVID-19 based on the S-O-R paradigm. Using randomly selected urban residents from China's Yangtze River Delta and Bohai Rim regions, the empirical study was conducted using 559 valid responses. The results show that media and peers are the major social forces activating altruistic and egoistic motivations, while family influence was not significant. Dual motivations significantly mediated the relationships of unconditional and conditional GPB with media exposure and peer influence. Contrary to expectations, NEAR negatively moderated the formation process of conscious GPB. The findings indicate that the influence of peers on conscious GPB through dual motivations is stronger compared to media. Negative affective reactions to COVID-19 were also found to inhibit the impact of peer influence on altruistic and egoistic motivations, as well as the path of altruistic motivation on unconditional GPB. The results of this study have important theoretical and practical implications for enterprise marketing and environmental campaigns, and narrowing the green attitude-behavior gap.
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