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Diagnose barriers to sustainable development: A study on “desensitization” in urban residents' green purchasing behavior

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  • Xianchuan Yang
  • Lei Zhang

Abstract

It is of great significance to remove barriers to green purchasing to improve the environmental governance efficiency of the green market. For this purpose, this paper takes the validity of the environmental “fear appeals” as the starting point and explores the formation mechanism of the “desensitization” to green consumption. Based on structural equation modeling and multiple regression model, we carried out an empirical study on a sample of 479 urban adult residents. The results show that media persuasion exerted a positive impact on green purchasing behavior through the perceived seriousness of environmental problems. The perceived seriousness of environmental problems positively impacted green purchasing behavior and played a partial mediated effect between media persuasion and green purchasing behavior. Meanwhile, the mediated effect of the perceived seriousness of environmental problems was negatively moderated by both perceived effectiveness of environmental behavior and switching costs. Moreover, the analysis of urban adults' “desensitization” to green consumption indicates that the formation mechanism of adults' “desensitization” was different from that of the minors. Our conclusions bear certain theoretical and practical significance for the media to correctly use green persuasion strategies and rectify bias in green attitudes and behaviors, as well as for enterprises to conduct green marketing, etc.

Suggested Citation

  • Xianchuan Yang & Lei Zhang, 2020. "Diagnose barriers to sustainable development: A study on “desensitization” in urban residents' green purchasing behavior," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(1), pages 143-154, January.
    • Handle: RePEc:wly:sustdv:v:28:y:2020:i:1:p:143-154
    DOI: 10.1002/sd.1978
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    Cited by:

    1. Wang, Zhihao & Li, Wei & Wang, Mengxin, 2024. "Exploring the social diffusion effects of green consumption: Evidence from green innovative products," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Yayla Özgür & Keskin Emrah & Keles Hüseyin, 2022. "The Relationship Between Environmental Sensitivity, Ecological Attitude, and the Ecological Product purchasing Behaviour of Tourists," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 12(1), pages 31-45, December.
    3. Saddam A. Hazaea & Ebrahim Mohammed Al-Matari & Khaled Zedan & Saleh F. A. Khatib & Jinyu Zhu & Hamzeh Al Amosh, 2022. "Green Purchasing: Past, Present and Future," Sustainability, MDPI, vol. 14(9), pages 1-28, April.
    4. Xiaoyun Zhang & Feng Dong, 2020. "Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review," IJERPH, MDPI, vol. 17(18), pages 1-25, September.
    5. Xianchuan Yang & Shih‐Chih Chen & Lei Zhang, 2020. "Promoting sustainable development: A research on residents' green purchasing behavior from a perspective of the goal‐framing theory," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(5), pages 1208-1219, September.

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