Research on the Impact Mechanism of Self-Quantification on Consumers’ Green Behavioral Innovation

The era of self-quantification in green consumption has dawned, encompassing everything from monitoring electricity usage to tracking carbon emissions. By leveraging technological tools to track self-related data pertaining to green behavioral activities, individuals develop self-knowledge and engage in reflection, which in turn influence their participation and even behavioral decisions regarding green activities. Nevertheless, sustainability in consumers’ green behavior is paramount, hinging not merely on participation outcomes but also on behavioral innovation within green activities. Distinct from prior research, this study delves into behavioral preferences transcending mere participation outcomes. It examines the influence of self-quantification on consumers’ green behavioral innovation from the lens of sustainability, elucidating the underlying mechanisms and boundary conditions that govern self-quantification’s effect on the diversity and novelty of consumers’ green behaviors. Drawing on findings from multiple situational experiments, we demonstrate that, in contrast to non-self-quantification, a promotional (defensive) goal orientation tends to diminish (intensify) the innovation of consumers’ behavioral choices. Additionally, consumers’ cognitive flexibility acts as a mediator in the relationship between self-quantification and behavioral innovation, contingent upon their goal orientation. Furthermore, the level of goal concreteness in behavioral activities serves as a moderator, influencing the impact of self-quantification on consumers’ cognitive flexibility under different goal orientations. By investigating the mechanisms through which self-quantification shapes consumers’ green behavioral innovation under varying conditions, this study offers valuable insights for enterprises seeking to guide consumers toward innovative and sustainable green consumption practices.