Research On Green Consumption Intention Induced By Environmental Threat

According to the 《Global Risks Report》 released by the World Economic Forum in 2021,we now need more innovative and collaborative approaches to addressing the crises and challenges we faced today than ever before.The relevant state departments have issued many documents on promoting green consumption,so as to guide consumers’ consumption habits and achieve green development.Marketing scholars have done a lot of pioneering work in exploring the issue of environmental threats affecting consumers’ pro-environment behavior.Starting from environmental threats(including environmental threats caused by natural factors and environmental threats caused by human factors),this study studies the impact of different moral emotions caused by two environmental threats on consumers’ willingness to purchase green products from the perspective of moral emotions.Experimental research methods are mainly used,using different green products as experimental materials,using analysis of variance and Bootstrap to examine the mediation mechanism of individuals’ sense of Awe and Guilt,as well as the moderating effect of Natural Connectedness and Moral Elevation.This study found that environmental threats(including environmental threats caused by natural factors and environmental threats caused by human factors)played a certain role in influencing consumers’ willingness to buy green products,mainly through the following two psychological mechanism: First,natural threats mainly promote the purchase of green products by triggering consumers’ sense of awe;second,artificial threats mainly enhance the willingness to buy green products by triggering consumers’ sense of guilt.In addition,the moderating effects of Natural Connectedness and Moral Elevation,on two psychological mechanism has also been found that is,the stronger Natural Connectedness of consumers,the higher their sense of Awe;the higher consumer’s sense of Moral Elevation,the stronger their sense of Guilt.Environmental threats often used in green advertising by government units and businesses to call on consumers to buy green products,and this study can provide new ideas for them.The conclusion has theoretical and practical significance for extending the existing environmental behavior theory and promoting green consumption practice.