The Impact of Perceived Social Support on Green Consumption Intention in the Context of Public Crisis

Based on the unexpected outbreak of COVID-19, this research draws on social exchange theory to explore the effects of perceived social support on green consumption intention. In addition, we also explore how to promote people's independent incentive mechanism of green consumption tendency after the outbreak of public crisis. To reveal the underlying mechanism, we examine the equity perception of individual-collective interest as the mediator variable and long-term orientation as the moderator variable. Data collection covers residents of 55 provinces and cities across China. The results show that perceived social support positively predicts green purchase intention and consumers will more likely to adopt long-term prosocial consumption behavior motivated by returning collective interests. Especially, individuals with long-term orientation show stronger green consumption tendencies. This study enriches the research on the motivation mechanism of green consumption intention under the background of public crisis.