The Effect Of Luck On Green Consumption Intention

Luck is often regarded as an essential factor in success.Although its existence may arouse the debate between rationality and irrationality,it is undeniable that the experience or priming of luck can influence an individual’s thinking response and behavior choice.In real life,we can find that luck marketing has become an approach that consumers really like,and marketing elements related to "luck" are popular on various social platforms and online shopping platforms.For example,Alibaba launched the "Collection of five blessings" campaign.On the other hand,we also find that merchants seldom consider the moral attribute and product characteristic of consumption behavior when using luck factors in marketing practices.In the current "carbon peak and carbon neutral" context,green consumption behavior is of great significance,and its pro-environmental,altruistic and pro-social characteristics are becoming more and more obvious.Among the numerous influencing factors,the influence of external clues hidden in the consumption environment,such as luck,on green consumption is often neglected.Therefore,from the perspective of morality and based on the theory of the psychological power of luck,this study explores the influence mechanism of luck cue priming on green consumption.Experiment 1 tests the influence of luck on green consumption intention.Specifically,experiment 1 would use the lucky draw game to generate different perception of luck,and observe their consumption choices in the simulated scenario to test the influence of luck on green consumption intention.Based on the four-component model of moral behavior,this study further proposes the mediating role of moral sensitivity between luck and green consumption,and tests the mediating mechanism through experiment 2.In addition,this study also proposes the moderating effect of self-efficacy on the main effect of luck,and experiment 3 tests this moderating effect through self-efficacy scale,luck-related event recall,and product purchase choice.The results showed that: first of all,the negative effect of luck on green consumption intention was significant.Participants in the good luck group were less willing to green consumption than that in the neutral group and bad luck group.Secondly,the study confirmed the mediating role of moral sensitivity,luck reduced consumers’ moral sensitivity,and the change of moral sensitivity affected green consumption intention.Finally,the results also confirmed the moderating effect of self-efficacy.For individuals with low self-efficacy,the effect of luck on green consumption intention was significant.However,for highly self-efficacy consumers,whether luck is activated or not did not affect green consumption.This study will provide important theoretical support for understanding luck scientifically,help people to deeply understand the mechanism of the influence of luck on green consumption intention,and at the same time,it also has a certain enlightenment for enterprises to develop luck marketing strategies.