Feeling good, staying low-carbon: the serial mediating roles of perceived social worth and pride
Year: 2026
Type: article
Study design: Observational Study
Abstract: OBJECTIVE: In many contexts, individuals can purchase low-carbon products, making low-carbon purchasing a highly visible and relatively accessible behavioral option. This study aims to examine whether low-carbon purchasing consistently functions as a “wedge”, defined as an initial behavior that disrupts routine consumption patterns to promote individuals’ broader low-carbon behaviors, as well as the psychological mechanism underlying this spillover effect. METHODS: A total of 3,595 participants were surveyed. Six studies, employing methods such as large-sample surveys, measurements with validated scales, and experimental manipulations, were conducted to analyze main effects, mediating effects, and heterogeneity. RESULTS: Six empirical experiments were conducted, which not only demonstrated the existence of positive spillover effects but also revealed a critical boundary condition: when participants’ purchase motivations were driven by self-enhancement reasons (i.e., self-interest) rather than self-transcending reasons (i.e., environmental benefits), the positive spillover effect disappeared. CONCLUSION: The findings indicate that low-carbon purchasing plays a “wedge” role in promoting more extensive low-carbon behavior among individuals by elevating perceived social worth and pride in the purchase decision. More importantly, purchasing motivation is a determining factor. This research provides a possible explanation for the mixed empirical results on spillovers from high low-carbon product attributes, demonstrates how motivation to purchase influences broader low-carbon behaviors, and offers valuable insights for managers.
Source: BMC Psychology
Authors: Hong Li, Zirong Shan, Fengpei Hu
Institutions: Wuhan College, Zhejiang University of Technology
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,990
OpenAlex ID: W7140234315