Research on the influence mechanism of environmental protection concept on consumption in the context of climate neutrality

Datos Bibliográficos

ID15067355
AutoresYueyan Zhang (0000-0002-9554-4400, Southwest Jiaotong University), Yushi Jiang (0000-0001-9769-0017, Southwest Jiaotong University, autor de correspondencia), Jing Song (0000-0003-3009-9075, Southwest Jiaotong University), Qin Guo (0000-0001-7235-5335, Southwest Jiaotong University)
Año2023
Volumen36
Número1
Fecha de publicación2023-03-31
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaEconomic Research-Ekonomska Istraživanja (JOURNAL)
Identificadores de la revistaISSN: 1331-677X • E-ISSN: 1848-9664
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/1331677x.2023.2171456
OpenAlexW4323309131
IdiomaEN
Referencias citadas60

In the context of climate and neutrality, governments of many countries have introduced plastic restrictions. Enterprises often introduce pro-environmental services with certain force to the market. Does a good intention always have a good result? Despite good intentions, most pro-environmental services require extra effort (financial, physical, mental, etc.) from the participants. This will inevitably bring negative impact on some customers’ repurchase intention. How to mitigate its negative consequences is worthy of academic attention. Previous studies show that sense of guilt motivates individuals to take prosocial actions to relieve or counteract temporary negative emotions. This paper analyzed and explained the affective mechanism of this phenomenon through two between-subject experiments. The results showed that: (1) High-autonomy effort (different from low-autonomy effort) can significantly release the sense of reactive guilt hence promote repurchase intention; (2) Low-autonomy effort (different from high-autonomy effort) will reduce people’s perceived pleasure hence suppress repurchase intention; (3) Choice diversification can improve the perceived autonomy of individuals with low actual autonomy and compensate for the lack of actual autonomy, thus weakening the negative impact of low autonomous effort on perceived pleasure, and ultimately promoting people’s repurchase intention

Autonomy · Business · Neutrality · Pleasure · Political science · Prosocial behavior · Behavioral Health and Interventions · Consumer Behavior in Brand Consumption and Identification · Environmental Sustainability in Business · Psychology · Social Psychology