Research On The Impact Of Environmental Behavior On Indulgent Consumption

With the consumption of the earth's resources,the gradual reduction of non-renewable resources and environmental problems such as pollution and smog have become increasingly prominent.In addition to the environmental activities organized by environmental organizations and government agencies,many businesses and consumers are also actively responding to environmental appeals,such as Merchants are more likely to use renewable or environmentally friendly raw materials when they produce their products;consumers are increasingly inclined to purchase and use these types of products in their daily consumption behavior,or to carry them repeatedly during daily shopping.Use green shopping bags.This phenomenon naturally brings up a new question: What impact does this kind of environmentally friendly shopping behavior have on people's follow-up behavior? In particular,what effect will it have on the consumption behavior of indulgence products that are closely related to daily life.In the past,scholars have discussed the post-variables of environmental behaviors.Khan and Dhar(2006)show that prosocial behavior will increase consumers' follow-up enjoyment propensity.The main mechanism of interpretation is the moral certificate model in the moral imperative,which makes the individual "I am a The idea of a good person,thereby enhancing the self-concept to permit subsequent hedonic consumer behavior.This paper argues that there is room for improvement in the above explanations for the following reasons:(1)In general,the moral certificate model(Monin and Miller,2001)is an endorsement of self from the individual level to permit subsequent unethical behavior in the same field.While environmentally friendly shopping behavior and hedonic consumption are behaviors in different fields,moral certificates are not an appropriate interpretation mechanism.(2)In Khan and Dhar(2006),the definition of indulgence consumption emphasizes that it will lead to consumer guilt,which obviously has a big conflict with the interpretation mechanism of “positive self-concept” in the moral certificate model.Be selfexplanatory.(3)From the observation of real life,it is not difficult to find that this effect does not exist for all individuals.As a supporting evidence,domestic scholars' research(Wu Bo et al.,2016)also shows that there is no inevitable connection between environmental protection behavior and hedonic consumption.This cannot be well explained from the logic based on the moral certificate model.Therefore,the research model of this paper takes the participation of environmental protection behavior as the independent variable,the sense of value as the intermediary variable,the indulgence of consumption as the dependent variable,and the environmental value as the adjustment variable.We used SPSS 25.0 as the data analysis software for this study to quantify the various hypotheses of this paper.Through reviewing the relevant literatures of various variables,this paper builds the theoretical research framework system of this paper,constructs the research model of this paper,and proposes three hypotheses of this research according to the model and related theoretical basis,through two tests and three A formal experiment validated the hypothesis of this paper,and finally got the following conclusions:(1)consumers who participate in environmentally friendly shopping behavior are generally more inclined to indulge consumption than consumers who do not conduct environmentally friendly shopping behavior;(2)for low Individuals with environmental values will be more inclined to indulge consumption after purchasing environmental protection,but for individuals with high environmental values,the effect will be weakened or even disappeared;(3)Environmental protection by individuals with low environmental values Shopping behavior provides a “permission” for subsequent indulgences based on a model of moral credibility in moral and psychological licenses.Because individuals with low environmental values will regard the behavior as a progress toward environmental goals after conducting environmentallyfriendly shopping behaviors,therefore deposit a disposable “moral savings” in the “ethical bank” to permit subsequent follow-up Indulgence of consumption;individuals with high environmental values will regard this behavior as a commitment to environmental goals after they have carried out environmental shopping behaviors,so they will not be deposited in “moral savings”,so their indulgence will tend to weaken or even disappear..We deserve a sense of value as a dominant measure of “moral savings”.The innovations of this paper are as follows:(1)The impact of pro-social behavior(such as environmental behavior)on subsequent indulgence consumption,the main explanation mechanism is the moral certificate model.This study confirms that the moral reputation model is a better explanatory logic,especially when the licensing behavior(environmental behavior)and the permitted behavior(indulgent consumption)belong to different fields of behavior,the moral reputation model is more in line with the general setting of the moral licensing theory;(2)Prove the mechanism of generating a sense of worthy.The existing literature has limited research on the application of the sense of worthy in the field of marketing.There are few studies on how consumers form a sense of worth and the impact of the sense of worth on subsequent consumer behavior.Cavanaugh(2014)pointed out that having intimate relationships will make consumers feel worthy.This article points out that consumers will also have a “worthy feeling” after conducting environmental protection behaviors,thus affecting subsequent consumer behaviors;(3)existing research on environmental behaviors The impact on consumer behavior is mainly focused on exploring the consumer's environmental behaviors with different attributions(internal attribution vs.external attribution),which will result in different forms of product consumption(hedonic vs utility),which are not fully explained.After consumers have carried out the same environmental behavior,some consumers have produced indulgent consumption,and some consumers have not produced this effect.This paper explains the regulatory role of environmental values through empirical research.