Wang Liying, Zhang Guangling, Shi Pengfei, Lu Xingming, Song Fengsen
School of Economics and Management, Wuhan University, Wuhan, China.
All China Federation of Supply and Marketing Cooperatives, Beijing, China.
Front Psychol. 2019 Nov 7;10:2484. doi: 10.3389/fpsyg.2019.02484. eCollection 2019.
The increasing demand for environmental protection has given rise to burgeoning research on green consumption. The present research adds to this expanding literature by investigating a novel predictor of consumer green consumption: awe. As a self-transcendent emotion, awe arises when people encounter perceptually vast stimuli that overwhelm their existing knowledge and mental structures, and, meanwhile, this also elicits a need for accommodation. This research proposes and demonstrates that, compared with happiness and a neutral affective state, experience of awe promotes green consumption via an enhanced psychological ownership of nature. Moreover, this research identifies a condition by showing that, while awe promotes green consumption when interdependent self-construal is activated, this effect diminishes when independent self-construal is activated.
对环境保护日益增长的需求引发了对绿色消费的蓬勃研究。本研究通过调查消费者绿色消费的一个新预测因素——敬畏感，为这一不断扩展的文献增添了内容。作为一种自我超越的情感，当人们遇到在感知上巨大的刺激，这些刺激压倒了他们现有的知识和心理结构时，敬畏感就会产生，同时，这也引发了一种适应的需求。本研究提出并证明，与幸福和中性情感状态相比，敬畏体验通过增强对自然的心理所有权来促进绿色消费。此外，本研究还确定了一种情况，即当激活相互依存的自我构念时，敬畏会促进绿色消费，但当激活独立的自我构念时，这种效果就会减弱。
