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Effect of Green Consumption Value on Consumption Intention in a Pro-Environmental Setting: The Mediating Role of Approach and Avoidance Motivation

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  • Jianguo Wang
  • Jianming Wang
  • Jian Gao

Abstract

Based on the theory of consumer values, this study aimed to examine the relationship between green consumption values and pro-environmental consumption intention by establishing a “value-motivation-intention†model and to check the moderation effect of green involvement. In total, 741 shoppers were recruited. Data analyses showed that (a) green consumption values positively influenced pro-environmental consumption intention; (b) the behavioral approach system positively influenced pro-environmental consumption intention, but the behavioral inhibition system did not; (c) the behavioral approach system positively mediated the relationship between green consumption values and pro-environmental consumption intention; and (d) green involvement positively moderated the relationship between green consumption values and pro-environmental consumption intention.

Suggested Citation

  • Jianguo Wang & Jianming Wang & Jian Gao, 2020. "Effect of Green Consumption Value on Consumption Intention in a Pro-Environmental Setting: The Mediating Role of Approach and Avoidance Motivation," SAGE Open, , vol. 10(1), pages 21582440209, January.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:1:p:2158244020902074
    DOI: 10.1177/2158244020902074
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    References listed on IDEAS

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