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Why Does Energy-Saving Behavior Rise and Fall? A Study on Consumer Face Consciousness in the Chinese Context

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  • Li Wang

    (Tongji University)

  • Feng Wei

    (Tongji University)

  • Xin-an Zhang

    (Shanghai Jiao Tong University)

Abstract

This research examines the effect of an individual difference variable that reflects the extent to which one desires positive evaluations from others—that is, face consciousness on consumer energy-saving behavior—as well as the mechanism through which the effect occurs and conditions under which it varies. Drawing upon the means-end theory of lifestyles, we propose that face consciousness increases a status-seeking lifestyle and thus decreases energy-saving behavior. Moreover, the negative relationship between status-seeking lifestyle and energy-saving behavior is contingent upon a perceived seriousness of environmental problems and perceived environmental responsibility, such that the indirect and negative effect of such face consciousness is stronger for consumers who perceive less serious environmental problems and less environmental responsibility. Results from an experimental study and a field study using samples of Chinese consumers provide consistent evidence for the hypothesized model. Theoretical and practical implications for energy-saving behavior are also discussed.

Suggested Citation

  • Li Wang & Feng Wei & Xin-an Zhang, 2019. "Why Does Energy-Saving Behavior Rise and Fall? A Study on Consumer Face Consciousness in the Chinese Context," Journal of Business Ethics, Springer, vol. 160(2), pages 499-513, December.
    • Handle: RePEc:kap:jbuset:v:160:y:2019:i:2:d:10.1007_s10551-018-3944-9
    DOI: 10.1007/s10551-018-3944-9
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    2. Mahnaz Mansoor & Justin Paul, 2022. "Consumers' choice behavior: An interactive effect of expected eudaimonic well‐being and green altruism," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 94-109, January.
    3. Sanjay Gupta & Swati Gupta, 2024. "What drives customers crazy for green vehicles? a fuzzy AHP approach," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(9), pages 23283-23302, September.
    4. Phuong V. Nguyen & Khoa T. Tran, 2020. "Explicating energy saving intention from the prospect of small medium enterprises," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 8(2), pages 716-734, December.
    5. Han, Myat Su & Hampson, Daniel Peter & Wang, Yonggui & Wang, Hong, 2022. "Consumer confidence and green purchase intention: An application of the stimulus-organism-response model," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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