An Empirical Study of Green Consumption Intention Based on the Perspective of Intergenerational Inheritance

Abstract

Abstract: Green consumption is the key to promoting sustainable development not to the detriment of future generations.However,inheritance motivation as an incentive for green consumption behavior has not attracted adequate attention.Using construal level theory and life history theory as guiding frameworks,this study constructs a theoretical model to investigate the influence of legacy motivation on green consumption intention,with future orientation as the mediator and construal level as the moderator.Experiment 1 explores the positive impact of legacy motivation on green consumption intention,Experiment 2 explores the mediating effect of future orientation,and Experiment 3 explores the moderating effect of construal level through a 2×2 inter-group design.The results show that the initiation of inheritance motivation improves the individuals' future orientation level,which in turn increases their green consumption intention.When individuals are inclined to high construal level,the positive influence of inheritance motivation on future orientation is strengthened,which further promotes green consumption intention.Nevertheless,the tendency to low construal level produces a restraining effect.This paper expands the literature on the intrinsic motivation of green consumption behavior and provides a new direction for companies to design green product marketing strategies.

Key words: green consumption intention, inheritance motivation, future orientation, construal level

Ding Zhihua, Chen Pengchao, Wang Yawei. An Empirical Study of Green Consumption Intention Based on the Perspective of Intergenerational Inheritance[J]. Management Review, 2022, 34(6): 173-182.

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