School of Management, Wuhan University of Technology, Wuhan 430070, China.
Int J Environ Res Public Health. 2022 Jul 15;19(14):8644. doi: 10.3390/ijerph19148644.
There is no consensus on whether environmental commitment can promote green purchase behavior. Especially in the Chinese context, the validity and internal mechanism of the impact of environmental commitment on green purchase behavior have not been deeply studied. Based on Norm Activation Theory and Theory of Planned Behavior, this study explores the influence mechanism of environmental commitment on consumers' green purchase behavior. Research data were derived from China, and analyzed using randomized control trials. Results reveal that environmental commitment significantly promotes green purchase behavior. Anticipated pride and anticipated guilt mediate the relationship between environmental commitment and green purchase behavior. Social norms moderate the positive effect of environmental commitment on anticipated pride and anticipated guilt. Compared with low social norms, environmental commitment has a greater effect on anticipated pride and anticipated guilt in the case of high social norms. This study provides new insight into environmental commitment and how to promote green purchase behavior, and the findings could help governments and marketers to formulate future policies and strategies to promote consumers' green purchase behavior.
关于环境承诺是否能促进绿色购买行为，目前尚无定论。特别是在中国情境下，环境承诺对绿色购买行为的影响及其内在机制还没有得到深入研究。基于规范激活理论和计划行为理论，本研究探讨了环境承诺对消费者绿色购买行为的影响机制。研究数据来自中国，采用随机对照试验进行分析。结果表明，环境承诺显著促进了绿色购买行为。预期自豪和预期内疚感在环境承诺与绿色购买行为之间起中介作用。社会规范调节了环境承诺对预期自豪和预期内疚感的正向影响。与低社会规范相比，在高社会规范下，环境承诺对预期自豪和预期内疚感的影响更大。本研究为环境承诺以及如何促进绿色购买行为提供了新的见解，研究结果有助于政府和营销人员制定未来的政策和策略，以促进消费者的绿色购买行为。
