A Study on Green Consumption from the Perspective of Social Comparison

Abstract

The study finds that green consumption is the tradeoff that consumers are forced to make between collective interests and personal interests. In reality, consumers think that green consumption is a kind of fashion, and they tend to use herd mentality to choose green consumption, or in order to show their uniqueness that are almost not affected by the influence of the negative features such as high price of green products. This paper explores the relationship between social comparison orientation and green consumption, and examines the mediating effects of in-group identification and the moderating effects of face consciousness, thereby building the conceptual model of this study.