ArticleBehavioral sciences (Basel, Switzerland)2024
Values in Action: Unveiling the Impact of Self-Transcendence and Self-Enhancement on Domestic Consumption Choices.
Article in Behavioral sciences (Basel, Switzerland), 2024. 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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Who cites it
2 citing papers in PubMed.
- Feeling good, staying low-carbon: the serial mediating roles of perceived social worth and pride.BMC psychology · 2026Article
- Exploring Factors Affecting Millennial Tourists' eWOM Behavior: A Lens of BRT Theory.Behavioral sciences (Basel, Switzerland) · 2024Article
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Authors and funding
2 authors.
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Abstract
Against the backdrop of a global emphasis on supporting local businesses and fostering domestic consumption, this study aims to shed light on the influence of personal values on the intentions behind domestic-product consumption. Drawing from the Schwartz value theory, we explore how values of self-transcendence, which embody benevolence and universalism, versus self-enhancement, characterized by a focus on power and achievement, influence consumer behavior. Utilizing data from the Chinese Social Survey (CSS2021) and a survey of 316 participants, structural equation modeling and Dematel analysis are employed to reveal causal relationships between values and consumption intentions. We reveal a dichotomous impact of these value orientations. Self-transcendence values are found to positively affect domestic consumption intentions by enhancing awareness of consequence and ascription of responsibility, thereby strengthening personal norms. In contrast, self-enhancement values tend to impede these intentions. By integrating the Norm-Activation Model (NAM), this study comprehensively uncovers the unique mechanism through which values activate personal norms and subsequently encourage the consumption of domestic products. It enriches the body of research related to values and domestic consumption and offers pertinent recommendations for promoting local enterprises' products.
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