TY - JOUR
T1 - Consumer confidence and green purchase intention
T2 - An application of the stimulus-organism-response model
AU - Han, Myat Su
AU - Hampson, Daniel Peter
AU - Wang, Yonggui
AU - Wang, Hong
N1 - Publisher Copyright:
© 2022
PY - 2022/9
Y1 - 2022/9
N2 - 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.
AB - 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.
KW - Consumer confidence
KW - Environmental consciousness
KW - Green purchase intention
KW - Status consciousness
KW - Stimulus-organism-response
UR - http://www.scopus.com/inward/record.url?scp=85133208113&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2022.103061
DO - 10.1016/j.jretconser.2022.103061
M3 - Article
AN - SCOPUS:85133208113
SN - 0969-6989
VL - 68
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 103061
ER -