Achieving sustainability: Determinants of conscious green purchasing behavior during the COVID-19 pandemic.

The COVID-19 pandemic has spread worldwide, resulting in crises in public health and sustainable development. Aimed at understanding the determinants of conscious green purchasing behavior (GPB), this paper developed a comprehensive framework linking the moderating effect of negative environmental affective reactions (NEAR) to COVID-19 based on the S-O-R paradigm. Using randomly selected urban residents from China's Yangtze River Delta and Bohai Rim regions, the empirical study was conducted using 559 valid responses. The results show that media and peers are the major social forces activating altruistic and egoistic motivations, while family influence was not significant. Dual motivations significantly mediated the relationships of unconditional and conditional GPB with media exposure and peer influence. Contrary to expectations, NEAR negatively moderated the formation process of conscious GPB. The findings indicate that the influence of peers on conscious GPB through dual motivations is stronger compared to media. Negative affective reactions to COVID-19 were also found to inhibit the impact of peer influence on altruistic and egoistic motivations, as well as the path of altruistic motivation on unconditional GPB. The results of this study have important theoretical and practical implications for enterprise marketing and environmental campaigns, and narrowing the green attitude-behavior gap.

Ability Orientation or Good Character? Moderated Mediation Mechanism to Determine the Impact of Telepresence on Consumer Purchasing Intention in Cross-Border E-Commerce.

A research model is proposed based on the telepresence theory to determine the long-term mechanism for generating consumer purchasing intention and explore potential information haze caused by information overload. A total of 406 usable samples were collected from the consumers of several cross-border e-commerce (CBEC) platforms in China. The results showed that telepresence has a positive effect on benevolence trust, integrity trust, and ability trust. As expected, benevolence trust and ability trust were found to exhibit significant mediation effects, while integrity trust did not have a significant mediation role. The moderated mediation mechanism shows that product information (description, display, and content) restrain mediation paths. The findings provide new perspectives on the information haze caused by information overload. The results suggest that promoting an ability-oriented (ability trust) business philosophy and instilling good corporate character (benevolence trust) are vital in achieving sustainable development in CBEC platforms. Eliminating information haze could also help strengthen the activation effect of telepresence and promote the guiding role of customer trust on purchasing intention. This study's theoretical and management contributions extend our knowledge of optimizing management strategies for CBEC platforms.

Merging the Social Influence Theory and the Goal-Framing Theory to Understand Consumers' Green Purchasing Behavior: Does the Level of Sensitivity to Climate Change Really Matter?

This study explored the formation of consumers' green purchasing behavior (GPB) and investigated the moderating effect of sensitivity to climate change (SCC) to address this current knowledge gap. An integrated model merging the Social Influence Theory and the Goal-framing Theory was developed with the Stimulus-Organism-Response (S-O-R) paradigm. An empirical study was conducted, surveying 583 respondents and analyzing the questionnaire results using structural equation modeling. The results show that media, family, and peer influence (PEI) can effectively activate the consumers' goal frames. Hedonic and normative goals had significant positive influences on GPB, while gain goals had no significant effect. SCC was found to significantly moderate social influence on GPB through the consumers' goal frames. This research provided strong empirical support on understanding the relationship between social influence and GPB through three goal frames. In addition, the potential differences of the GPB formation process in two subgroups (high SCC and low SCC) are also investigated. The results of this study can help green practitioners develop more effective marketing strategies and incentives targeted to consumers with varying levels of environmental consciousness or sensitivity.

Moderated Mediation Mechanism to Determine the Effect of Gender Heterogeneity on Green Purchasing Intention: From the Perspective of Residents' Values.

This study determines gender differences in the generation logic for green purchasing intention within the framework of bounded morality and bounded self-interest and determines the causes of the attitude-behavior gap from a new perspective. Empirical analysis of 977 sample data points is used to test the influencing mechanism of gender heterogeneity on green purchasing intention through altruistic values (ALVs) and egoistic values (EGVs). Meanwhile, the moderated mediation effects are also analyzed. The results show that gender heterogeneity negatively affects ALVs and positively affects EGVs for women as the reference group. The mediation effect of ALVs and EGVs is significant, and there are significant gender differences in the formation of values and green purchasing intention. As expected, women demonstrate higher levels of proenvironmental intention than men. Media exposure (ME) significantly moderates the mediation models. It negatively moderates the mediation effect of ALVs and positively moderates the mediation effect of EGVs. The results reveal the complex formation mechanism for green purchasing intention. It can conclude that the gender differences in terms of green purchasing, the different guiding roles of dual values, and the moderated mechanism of ME are key elements in accurate guidance of green consumption and the effective modification of the attitude-behavior gap.