Zhong Bowei, Feng Xingwang, Li Xiaogang, Fan Wei
Institute of Psychology, Chinese Academy of Sciences, Beijing, China.
Department of Psychology, University of Chinese Academy of Sciences, Beijing, China.
Front Psychol. 2025 May 15;16:1503642. doi: 10.3389/fpsyg.2025.1503642. eCollection 2025.
With the rise in global consumption depleting natural resources and harming the environment, promoting sustainable consumption is essential. Our study explores how green self-accountability affects sustainable purchasing over different time frames, examining the impact on short (one week) and long-term (one year) choices toward green products and the underlying mechanisms.
We conducted two experiments where participants made green purchasing decisions, with the first activating green self-accountability and the second also measuring anticipated emotional responses.
Findings show that green self-accountability boosts sustainable purchasing, particularly for immediate choices, driven by anticipated pride in buying green products.
Green self-accountability significantly enhances sustainable purchasing, aided by anticipated pride. This suggests that marketing strategies emphasizing environmental urgency and consumers' eco-unfriendly behaviors can foster sustainable consumer habits.
随着全球消费的增长耗尽自然资源并损害环境，促进可持续消费至关重要。我们的研究探讨了绿色自我责任感如何在不同时间框架内影响可持续购买行为，考察其对绿色产品短期（一周）和长期（一年）选择的影响以及潜在机制。
我们进行了两项实验，让参与者做出绿色购买决策，第一项实验激活绿色自我责任感，第二项实验还测量预期的情绪反应。
研究结果表明，绿色自我责任感会促进可持续购买，特别是对于即时选择，这是由购买绿色产品时预期的自豪感驱动的。
绿色自我责任感在预期自豪感的帮助下显著增强了可持续购买。这表明强调环境紧迫性和消费者不环保行为的营销策略可以培养可持续的消费习惯。
