Green Consumption Values and Green Purchasing Behaviour: A Moderated Mediation Model of Gratitude and Green Product Availability

IF 3.3 3区心理学 Q1 PSYCHOLOGY, MULTIDISCIPLINARY

International Journal of Psychology Pub Date : 2025-02-25 DOI:10.1002/ijop.70029

Fen Dou, Junzhe Zhao, Minghui Wang

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引用次数: 0

Abstract

This study investigated the psychological mechanism underlying the relationship between green consumption values and green purchasing behaviour amongst undergraduates. Using a two-wave prospective research design, this study surveyed 1198 students from a large university in China. The results showed that students' green consumption values positively related to their green purchasing behaviour, with gratitude serving as a partial mediator. Green product availability moderated both the relationship between gratitude and green purchasing behaviour and the indirect effect of green consumption values on green purchasing behaviour. Notably, when green products were easily accessible, the positive impact of gratitude on purchasing behaviour became weak. Similarly, the indirect effect of gratitude connecting consumption values and purchasing behaviour weakened with increased green product availability. These results offer insights into how and when green consumption values promote undergraduates' green purchasing behaviour, providing important implications for promoting sustainable consumption amongst young people.

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来源期刊

International Journal of Psychology PSYCHOLOGY, MULTIDISCIPLINARY-

CiteScore

6.40

自引率

0.00%

发文量

期刊介绍： The International Journal of Psychology (IJP) is the journal of the International Union of Psychological Science (IUPsyS) and is published under the auspices of the Union. IJP seeks to support the IUPsyS in fostering the development of international psychological science. It aims to strengthen the dialog within psychology around the world and to facilitate communication among different areas of psychology and among psychologists from different cultural backgrounds. IJP is the outlet for empirical basic and applied studies and for reviews that either (a) incorporate perspectives from different areas or domains within psychology or across different disciplines, (b) test the culture-dependent validity of psychological theories, or (c) integrate literature from different regions in the world.