Su Weihuan, Sun Xixiang, Guo Xiaodong, Zhang Wei, Li Gen
School of Management, Wuhan University of Technology, Wuhan, China.
School of Safety Science and Emergency Management, Wuhan University of Technology, Wuhan, China.
Front Psychol. 2022 Aug 11;13:952485. doi: 10.3389/fpsyg.2022.952485. eCollection 2022.
The spread of the COVID-19 virus shows that it is time to re-emphasize the ethical attitude of "awe of others, awe of nature, and awe of life." It once again reveals the importance of green development. In this study, we introduce awe into the context of COVID-19 and construct an "emotion-motivation-behavior" framework, aiming to explore the relationship between the epidemic and green purchasing behavior from a psychological perspective. Study 1 demonstrates the effect of awe on green purchasing and examines the mediating role of the motivation perspective, to reveal the potential different path. Specifically, prosocial motivation mediates the effect of positive awe evoked by COVID-19 on green purchasing; risk avoidance motivation mediates the effect of negative awe evoked by COVID-19 on green purchasing. Study 2 examined the moderating effect of self-construal. These findings have important management implications for enterprises to correctly use emotional guidance strategies and promote green marketing practices during the COVID-19.
新冠病毒的传播表明，是时候重新强调“敬畏他人、敬畏自然、敬畏生命”的伦理态度了。它再次揭示了绿色发展的重要性。在本研究中，我们将敬畏引入新冠疫情的背景下，构建了一个“情感—动机—行为”框架，旨在从心理学角度探索疫情与绿色购买行为之间的关系。研究1证明了敬畏对绿色购买的影响，并检验了动机视角的中介作用，以揭示潜在的不同路径。具体而言，亲社会动机中介了新冠疫情引发的积极敬畏对绿色购买的影响；风险规避动机中介了新冠疫情引发的消极敬畏对绿色购买的影响。研究2考察了自我建构的调节作用。这些发现对于企业在新冠疫情期间正确运用情感引导策略和推动绿色营销实践具有重要的管理启示。
