Effects of perceived value on green consumption intention based on double-entry mental accounting: taking energy-efficie
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RESEARCH ARTICLE
Effects of perceived value on green consumption intention based on double-entry mental accounting: taking energy-efficient appliance purchase as an example Ting Yue 1 & Junli Liu 1 & Ruyin Long 1 & Hong Chen 1 & Qianwen Li 1 & Haiwen Liu 1 & Yu Gu 2 Received: 24 April 2020 / Accepted: 27 September 2020 # Springer-Verlag GmbH Germany, part of Springer Nature 2020
Abstract In order to effectively promoting green consumption, this paper constructs a theoretical model from the perspective of doubleentry mental accounting to study the impact of perceived value and consumption sensitivity on green consumption intention. Conducting a large-scale empirical study, we analyzed the influence of perceived value on green consumption intention, tested the mediating effect of double-entry mental accounting, and explored the moderating effect of consumption sensitivity on perceived value and green consumption intention. The results indicate that perceived benefits are significantly positively correlated with green consumption intention, and perceived sacrifices are significantly negatively correlated with green consumption intention. In addition, perceived benefits have a greater impact on green consumption intention than perceived sacrifices. Doubleentry mental accounting plays a significant mediating role on the path from perceived value to green consumption intention. Compared with the mediating effect of the coefficient of pleasure attenuation and the coefficient of pain buffering, the mediating effect of coefficient of pleasure attenuation is stronger and the mediating path is more important. This study concludes that individuals with lower consumption sensitivity are more willing to buy green products. When consumption sensitivity is lower, the negative correlation between perceived sacrifices and green consumption intention is stronger. Finally, corresponding policies are proposed based on the results of this study. Keywords Green consumption intention . Perceived benefits . Perceived sacrifices . Double-entry mental accounting . Pain of payment . Pleasure of consumption
Introduction Traditional pattern of consumption is an important cause of the increase in carbon dioxide emissions, which has caused much damage to environment (Ma et al. 2016; Zhang et al. 2018). To tackle the negative effects of climate changes and environmental degradation, one of the solutions is to guide Responsible Editor: Philippe Garrigues * Ting Yue [email protected] 1
School of Management, China University of Mining and Technology, Nanhu Campus, No. 1 Daxue Road, Quanshan District, Xuzhou 221116, Jiangsu Province, China
2
Joint Institute for Regional Earth System Science and Engineering and Department of Atmospheric and Oceanic Sciences, University of California, Los Angeles, CA 90095, USA
consumers to buy green products (Pickett-Baker and Ozaki 2008; Liu et al. 2015; Zhou et al. 2019). However, at present, consumers’ purchasing power of green products remains low in some developing countries, such as China (Zhang and Sun
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