Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity
Year: 2020
Type: article
Study design: Observational Study
Abstract: Research on influence factors for green consumption has greatly advanced in recent years. However, little research has explored the effect of consumers’ environmental responsibility on green consumption and how this effect was mediated by environmental concern and moderated by price sensitivity, especially when consumers simultaneously pay close attention to environmental and personal interests. This study investigates the impact of environmental responsibility on green consumption via the mediation of environmental concern and the moderation of price sensitivity. The questionnaire survey method was used to collect data from 680 Chinese consumers via an online questionnaire. The empirical results reveal that environmental responsibility can promote environmental concern and enhance green consumption. Specifically, environmental responsibility has a positive impact on environmental concern and also has different positive effects on green consumption intention. Environmental concern positively affects green consumption intention and plays a partial mediation role in the relationship between environmental responsibility and green consumption intention. Price sensitivity plays a negative moderation role in the relationship among environmental responsibility, environmental concern and green consumption intention. The theoretical and managerial implications of the findings were discussed.
Source: Sustainability
DOI: 10.3390/su12052074
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,901
Award: G477250544
OpenAlex ID: W3009602551