Research Center of Hubei Micro & Small Enterprises Development, School of Economics and Management, Hubei Engineering University, Xiaogan, 432100, People's Republic of China.
Environ Sci Pollut Res Int. 2022 Oct;29(50):76339-76351. doi: 10.1007/s11356-022-21082-4. Epub 2022 Jun 6.
In the context of social exclusion and pro-social or pro-environmental behaviors, past research has yielded inconclusive results. This study extended the theory of planned behavior (TPB) by including green self-identity (GSI) as a boundary condition to check the impact of social exclusion on green product consumption intentions through TPB's components. This study collected data from 476 respondents through online questionnaires. Structural equation modeling (SEM) technique was applied to test the proposed model. Green product attitudes, subjective norms about green products, and perceived behavioral control (PBC) were significantly predicted by social exclusion. Our results also reveal that TPB's components play an interceding role between social exclusion and green product consumption intentions. Moreover, regarding boundary conditions of GSI, the interaction between social exclusion and GSI was significant for green product attitudes and subjective norms about green products; however, it was not significant for PBC. Furthermore, the results of moderated mediation revealed that green self-identity moderated the indirect effects of social exclusion on green product consumption intentions through green product attitude and social norms about green products. Moreover, these effects were not significant in the case of PBC. This study has several implications for organizations and policymakers in the context of social exclusion and green product consumption.
在社会排斥和亲社会或亲环境行为的背景下，过去的研究得出了不一致的结果。本研究通过将绿色自我认同（GSI）纳入计划行为理论（TPB）作为边界条件，来检验社会排斥通过 TPB 的组成部分对绿色产品消费意愿的影响，从而扩展了该理论。本研究通过在线问卷从 476 名受访者那里收集了数据。应用结构方程模型（SEM）技术来检验所提出的模型。绿色产品态度、绿色产品的主观规范和感知行为控制（PBC）均显著受到社会排斥的预测。我们的研究结果还表明，TPB 的组成部分在社会排斥和绿色产品消费意愿之间起到了中介作用。此外，关于 GSI 的边界条件，社会排斥和 GSI 之间的交互作用对绿色产品态度和绿色产品的主观规范有显著影响；但对 PBC 没有显著影响。此外，调节中介的结果表明，绿色自我认同调节了社会排斥对绿色产品消费意愿的间接影响，通过绿色产品态度和绿色产品的社会规范。而在 PBC 的情况下，这些影响并不显著。本研究对于组织和决策者在社会排斥和绿色产品消费方面具有重要意义。
