Department of Psychology, School of Education Science, Hunan Normal University, Changsha 410081, China.
Cognition and Human Behavior Key Laboratory of Hunan Province, Changsha 410081, China.
Int J Environ Res Public Health. 2022 Aug 29;19(17):10746. doi: 10.3390/ijerph191710746.
People show a separation of intention and behavior in green consumption, and promoting actual green purchase behavior is more important than purchase intention. This study adopted a conflicting environmental decision paradigm to investigate behavioral and neural processes during actual green consumption decision-making involving different types of green products and message framing, according to construal level theory. Participants were instructed to make green consumption decisions involving green products with different psychological distances (self-interested green products vs. other-interested green products) under gain (e.g., buying green products brings positive results) or loss framing (e.g., not buying green products brings negative effects) while electroencephalograms were recorded. The behavioral results demonstrated that participants tended to purchase green products under loss framing more than under gain framing. The event-related potential results showed that under gain framing, decision-making for self-interested green products was associated with larger P3 than decision-making for other-interested green products. While under loss framing, decision-making for other-interested green products has a larger P260 than for self-interested green products. These findings suggest that under gain framing, self-interested green products elicit more cognitive resources than other-interested green products, while under loss framing, other-interested green products elicit stronger negative emotions than self-interested green products. The research has managerial implications for promoting consumers' actual purchase behavior.
人们在绿色消费中表现出意图和行为的分离，促进实际的绿色购买行为比购买意愿更为重要。本研究采用了有冲突的环境决策范式，根据构念水平理论，考察了涉及不同类型绿色产品和信息框架的实际绿色消费决策过程中的行为和神经过程。参与者被指示在获得（例如，购买绿色产品带来积极结果）或损失框架（例如，不购买绿色产品带来负面影响）下做出涉及不同心理距离（自身利益的绿色产品与他人利益的绿色产品）的绿色消费决策，同时记录脑电图。行为结果表明，参与者在损失框架下更倾向于购买绿色产品，而不是在获得框架下。事件相关电位结果表明，在获得框架下，对自身利益的绿色产品的决策比对他人利益的绿色产品的决策引起更大的 P3。而在损失框架下，对他人利益的绿色产品的决策比对自身利益的绿色产品的决策引起更大的 P260。这些发现表明，在获得框架下，自身利益的绿色产品比他人利益的绿色产品需要更多的认知资源，而在损失框架下，他人利益的绿色产品比自身利益的绿色产品引起更强的负面情绪。该研究对促进消费者实际购买行为具有管理意义。
