Understanding Green Consumer Behavior from the Perspective of Group Empathy—The Moderating Effect of Self-Other Overlap

Abstract

Abstract: There is often a gap between consumer attitude and behavior in green consumer behavior. Considering the special consumer group and social network characteristics of Generation Z consumers, this study builds a process model of the impact of consumer environmental concerns on green consumption behavior based on the theory of empathy, and explores the moderating driving effect of self-other overlap. The results show that environmental concern has a significant positive impact on green consumption behavior, and empathy plays a mediating role between environmental concern and green consumption behavior. In addition, in the context of group social interaction, self-other overlap plays a moderating role between environmental concern and group empathy, and improving consumers' self-other overlap can significantly improve consumers' green consumption intentions.

Key words: green consumption, group empathy, self-other overlap, generation Z

Mou Yupeng, Qi Xiaoyan, Ding Zhihua. Understanding Green Consumer Behavior from the Perspective of Group Empathy—The Moderating Effect of Self-Other Overlap[J]. Management Review, 2024, 36(1): 149-160.

References

[1] 王久月. 浅析网络订餐中的白色污染治理[J]. 经济研究导刊, 2019,(8):68-69 Wang J. Y. Analysis of White Pollution Control in Network Ordering[J]. Economic Research Guide, 2019,(8):68-69
[2] Shih H. P., Lai K. H., Cheng T. C. E. Informational and Relational Influences on Electronic Word of Mouth:An Empirical Study of an Online Consumer Discussion Forum[J]. International Journal of Electronic Commerce, 2013,17(4):137-166
[3] Punzo G., Panarello D., Pagliuca M. M., et al. Assessing the Role of Perceived Values and Felt Responsibility on Pro-environmental Behaviours:A Comparison across Four EU Countries[J]. Environmental Science & Policy, 2019,101:311-322
[4] Doo K. Y. A Study on Green Consumer Segmentation Based on Socio-Demographics and Behavioral Responses:Renewing the Relationships between Socio-demographics and Green Behavior[J]. Asia Marketing Journal, 2015,17(1):1-26
[5] Han H., Hsu L. T., Lee J. S. Empirical Investigation of the Roles of Attitudes toward Green Behaviors, Overall Image, Gender, and Age in Hotel Customers' Eco-friendly Decision-making Process[J]. International Journal of Hospitality Management, 2009,28(4):519-528
[6] 熊小明,黄静,林涛. 目标进展信息与未来自我联结对环保产品重复购买的影响[J]. 管理评论, 2019,31(8):146-156 Xiong X. M., Huang J., Lin T. The Influence of Goal Progress Information and Future Self Connectedness on Environment-firendly Products'Repurchase Intention[J]. Management Review, 2019,31(8):146-156
[7] Chwialkowska A., Flicinska Turkiewicz J. Overcoming Perceived Sacrifice as a Barrier to the Adoption of Green Non-purchase Behaviours[J]. International Journal of Consumer Studies, 2021,45(2):205-220
[8] Griskevicius V., Tybur J. M., Van den Bergh B. Going Green to Be Seen:Status, Reputation, and Conspicuous Conservation[J]. Journal of Personality and Social Psychology, 2010,98(3):392-404
[9] Zhang H. Y., Lahr M. L., Bi J. Challenges of Green Consumption in China:A Household Energy Use Perspective[J]. Economic Systems Research, 2016,28(2):183-201
[10] Mazar N., Zhong C. B. Do Green Products Make Us Better People?[J]. Psychological Science, 2010,21(4):494-498
[11] Lin B. Q., Wu W. Why People Want to Buy Electric Vehicle:An Empirical Study in First-tier Cities of China[J]. Energy Policy, 2018,112:233-241
[12] 戚海峰,于辉,向伟林,等. 绿色消费情境下消费者为什么会言行不一?[J]. 心理科学进展, 2019,27(7):1307-1319 Qi H. F., Yu H., Xiang W. L., et al. Discussion of Current Theories and Future Research on Attitude-Behavior Gap in Green Consumption[J]. Advances in Psychological Science, 2019,27(7):1307-1319
[13] 侯俊东,肖人彬. 网络群体性事件中政府公信力的演变:一个多案例的研究发现[J]. 管理评论, 2017,29(10):258-272 Hou J. D., Xiao R. B. Evolution of Public Trust in Government from Online Collective Behaviors:Findings from a Multi-case Study[J]. Management Review, 2017,29(10):258-272
[14] Carrington M. J., Neville B. A., Whitwell G. J. Why Ethical Consumers don't Walk Their Talk:Towards a Framework for Understanding the Gap between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers[J]. Journal of Business Ethics, 2010,97(1):139-158
[15] 蒋重清,杨丽珠. 情绪启动研究[J]. 心理科学, 2005,(2):321-323 Jiang C. Q., Yang L. Z. Emotional Initiation Study[J]. Journal of Psychological Science, 2005,(2):321-323
[16] 陈武英,刘连启. 情境对共情的影响[J]. 心理科学进展, 2016,24(1):91-100 Chen W. Y., Liu L. Q. The Effect of Context on Empathy[J]. Advances in Psychological Science, 2016,24(1):91-100
[17] Peattie K. Green Consumption:Behavior and Norms[J]. Annual Review of Environment Resources, 2010,35:195-228
[18] Groening C., Sarkis J., Zhu Q. Green Marketing Consumer-level Theory Review:A Compendium of Applied Theories and Further Research Directions[J]. Journal of Cleaner Production, 2018,172:1848-1866
[19] Saleem M. A., Eagle L., Yaseen A., et al. The Power of Spirituality:Exploring the Effects of Environmental Values on Eco-socially Conscious Consumer Behaviour[J]. Asia Pacific Journal of Marketing and Logistics, 2018,30(4):867-888
[20] Yarimoglu E., Binboga G. Understanding Sustainable Consumption in an Emerging Country:The Antecedents and Consequences of the Ecologically Conscious Consumer Behavior Model[J]. Business Strategy and the Environment, 2019,28(4):642-651
[21] Paul J., Modi A., Patel J. Predicting Green Product Consumption Using Theory of Planned Behavior and Reasoned Action[J]. Journal of Retailing and Consumer Services, 2016,29:123-134
[22] Lee E. J., Choi H., Han J., et al. How to "Nudge" Your Consumers toward Sustainable Fashion Consumption:An FMRI Investigation[J]. Journal of Business Research, 2020,117:642-651
[23] Gao J., Zhao J., Wang J. G., et al. The Influence Mechanism of Environmental Anxiety on Pro-environmental Behaviour:The Role of Self-discrepancy[J]. International Journal of Consumer Studies, 2021,45(1):54-64
[24] Nguyen H. V., Nguyen C. H., Hoang T. T. B. Green Consumption:Closing the Intention-Behavior Gap[J]. Sustainable Development, 2019,27(1):118-129
[25] 潘彦谷,肖遥,胡俞,等. 安全依恋对共情和利他行为的影响[J]. 心理科学进展, 2019,27(12):2077-2083 Pan Y. G., Xiao Y., Hu Y., et al. Effects of Secure Attachment on Empathy and Altruistic Behavior[J]. Advances in Psychological Science, 2019,27(12):2077-2083
[26] Telle N. T., Pfister H. R. Positive Empathy and Prosocial Behavior:A Neglected Link[J]. Emotion Review, 2016,8(2):154-163
[27] Sirin C. V., Valentino N. A., Villalobos J. D. Group Empathy Theory:The Effect of Group Empathy on US Intergroup Attitudes and Behavior in the Context of Immigration Threats[J]. Journal of Politics, 2016,78(3):893-908
[28] Eisenberg N., Eggum N. D., Di Giunta L. Empathy-related Responding:Associations with Prosocial Behavior, Aggression, and Intergroup Relations[J]. Social Issues and Policy Review, 2010,4(1):143-180
[29] 何晓丽,谢荣慧. 群体共情对群际关系的影响:基于社会冲突解决的视角[J]. 心理科学, 2018,41(1):174-179 He X. L., Xie R. H. Influences of Group Empathy on Intergroup Relationships:From The Perspective of Social Conflict Resolution[J]. Journal of Psychological Science,2018,41(1):174-179
[30] 敖成兵. Z世代消费理念的多元特质、现实成因及亚文化意义[J]. 中国青年研究, 2021,(6):100-106 Ao C. B. Diversified Characteristics, Realistic Causes and Subcultural Significance of Generation Z's Consumption Concept[J]. China Youth Study, 2021,(6):100-106
[31] Akehurst G., Afonso C., Gonçalves H. M. Re-examining Green Purchase Behaviour and the Green Consumer Profile:New Evidences[J]. Management Decision, 2012,50(5):972-988
[32] Goh S. K., Balaji M. S. Linking Green Skepticism to Green Purchase Behavior[J]. Journal of Cleaner Production, 2016,131:629-638
[33] Hines J. M., Hungerford H. R., Tomera A. N. Analysis and Synthesis of Research on Responsible Environmental Behavior:A Meta-analysis[J]. The Journal of Environmental Education, 2010,18(2):1-8
[34] 于春玲,朱晓冬,王霞,等. 面子意识与绿色产品购买意向——使用情境和价格相对水平的调节作用[J]. 管理评论, 2019,31(11):139-146 Yu C. L., Zhu X. D., Wang X., et al. Face Consciousness and Green Buying Intention:The Moderating Effect of Consumption Context and Mediating Effect of Price[J]. Management Review, 2019,31(11):139-146
[35] List J. A. Neoclassical Theory versus Prospect Theory:Evidence from the Marketplace[J]. Econometrica, 2004,72(2):615-625
[36] 张婕,樊耘,张旭. 组织变革中的情绪唤起及其影响机制研究[J]. 管理评论, 2016,28(3):126-138 Zhang J., Fan Y., Zhang X. The Arousal and Influencing Mechanism of Emotion in Organizational Change[J]. Management Review, 2016,28(3):126-138
[37] Greenidge D., Coyne I. Job Stressors and Voluntary Work Behaviours:Mediating Effect of Emotion and Moderating Roles of Personality and Emotional Intelligence[J]. Human Resource Management Journal, 2014,24(4):479-495
[38] Fabes R. A., Hanish L. D., Martin C. L., et al. The Effects of Young Children's Affiliations with Prosocial Peers on Subsequent Emotionality in Peer Interactions[J]. The British Journal of Developmental Psychology, 2012,30(4):569-585
[39] Snippe E., Jeronimus B. F., aan het Rot M., et al. The Reciprocity of Prosocial Behavior and Positive Affect in Daily Life[J]. Journal of Personality, 2018,86(2):139-146
[40] Carlo G., Crockett L. J., Wolff J. M., et al. The Role of Emotional Reactivity, Self-regulation, and Puberty in Adolescents' Prosocial Behaviors[J]. Social Development, 2012,21(4):667-685
[41] 杨昭宁,顾子贝,王杜娟,等. 愤怒和悲伤情绪对助人决策的影响:人际责任归因的作用[J]. 心理学报, 2017,49(3):393-403 Yang Z. N., Gu Z. B., Wang D. J., et al. The Effect of Anger and Sadness on Prosocial Decision Making:The Role of the Interpersonal Attribution of Responsibility[J]. Acta Psychologica Sinica, 2017,49(3):393-403
[42] Eisenberg N. Emotion, Regulation, and Moral Development[J]. Annual Review of Psychology, 2000,51(1):665-697
[43] 袁晓劲,刘昌,柳林. 共情的心理加工过程机制[J]. 心理技术与应用, 2019,7(11):683-692 Yuan X. J., Liu C., Liu L. The Psychological Processing Mechanism of Empathy[J]. Psychology:Techniques and Applications,2019,7(11):683-692
[44] Gay M. C., Baker R., Vrignaud P., et al. Cross-cultural Validation of a French Version of the Emotional Processing Scale (EPS-25)[J]. European Review of Applied Psychology, 2019,69(3):91-99
[45] 王阳,肖婉婷,戴步云,等. 感同身受不如善解人"情"?情绪共情和认知共情与情绪加工的关系[J]. 中国临床心理学杂志, 2021,29(1):173-176 Wang Y., Xiao W. T., Dai B. Y., et al. Feeling as You Feel Is Inferior to Understanding Your Feeling?The Relationship between Affective Empathy and Cognitive Empathy and Emotional Processing[J]. Chinese Journal of Clinical Psychology, 2021,29(1):173-176
[46] Eisenberg N., Miller P. A., Schaller M., et al. The Role of Sympathy and Altruistic Personality Traits in Helping:A Reexamination[J]. Journal of Personality, 1989,57(1):41-67
[47] Celli F., Ghosh A., Alam F., et al. In the Mood for Sharing Contents:Emotions, Personality and Interaction Styles in the Diffusion of News[J]. Information Processing & Management, 2016,52(1):93-98
[48] 丁凤琴,陆朝晖. 共情与亲社会行为关系的元分析[J]. 心理科学进展, 2016,24(8):1159-1174 Ding F. Q., Lu Z. H. Association between Empathy and Prosocial Behavior:A Systematic Review and Meta-analysis[J]. Advances in Psychological Science, 2016,24(8):1159-1174
[49] 钟毅平,杨子鹿,范伟. 自我-他人重叠对助人行为的影响:观点采择的调节作用[J]. 心理学报, 2015,47(8):1050-1057 Zhong Y. P., Yang Z. L., Fan W. The Effects of Self-Other Overlap on Helping Behavior:Moderating of Perspective Taking[J]. Acta Psychologica Sinica, 2015,47(8):1050-1057
[50] 汪永涛. Z世代亚文化消费的逻辑[J]. 中国青年研究, 2021,(11):88-95 Wang Y. T. The Logic of Subculture Consumption in Generation Z[J]. China Youth Study, 2021,(11):88-95
[51] Redford L., Ratliff K. A. Empathy and Humanitarianism Predict Preferential Moral Responsiveness to In-groups and Out-groups[J]. Journal of Social Psychology, 2018,158(6):744-766
[52] 卢东,Powpaka S.,寇燕. 基于消费者视角的企业社会责任归因[J]. 管理学报, 2010,7(6):861-867 Lu D., Powpaka S., Kou Y. Corporate Social Responsibility Based on Consumers' Viewpoints:Altruism or Self-interest[J]. Chinese Journal of Management, 2010,7(6):861-867
[53] Zhang L., Li D., Cao C., et al. The Influence of Greenwashing Perception on Green Purchasing Intentions:The Mediating Role of Green Word-of-mouth and Moderating Role of Green Concern[J]. Journal of Cleaner Production, 2018,187:740-750
[54] Decety J. Dissecting the Neural Mechanisms Mediating Empathy[J]. Emotion Review, 2011,3(1):92-108
[55] Aron A., Fraley B. Relationship Closeness as Including Other in the Self:Cognitive Underpinnings and Measures[J]. Social Cognition, 1999,17(2):140-160
[56] 黄希庭,张蜀林. 562个人格特质形容词的好恶度、意义度和熟悉度的测定[J]. 心理科学, 1992,(5):19-24 Huang X. T., Zhang S. L. Desirability, Meaningfulness and Familiarity Ratings of 562 Personality-trait Adjectives[J]. Journal of Psychological Science, 1992,(5):19-24
[57] Hayes A. F., Scharkow M. The Relative Trustworthiness of Inferential Tests of the Indirect Effect in Statistical Mediation Analysis:Does Method Really Matter?[J]. Psychological Science, 2013,24(10):1918-1927
[58] 温忠麟,侯杰泰,张雷. 调节效应与中介效应的比较和应用[J]. 心理学报, 2005,(2):268-274 Wen Z. L., Hou J. T., Zhang L. A Comparison of Moderator and Mediator and Their Applications[J]. Acta Psychologica Sinica, 2005,(2):268-274
[59] Andreychik M. R., Migliaccio N. Empathizing with Others' Pain versus Empathizing with Others' Joy:Examining the Separability of Positive and Negative Empathy and Their Relation to Different Types of Social Behaviors and Social Emotions[J]. Basic and Applied Social Psychology, 2015,37(5):274-291
[60] 劳可夫. 消费者创新性对绿色消费行为的影响机制研究[J]. 南开管理评论, 2013,16(4):106-113 Lao K. F. Research on Mechanism of Consumer Innovativeness Influences Green Consumption Behavior[J]. Nankai Business Review, 2013,16(4):106-113