ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2019, Vol. 27 ›› Issue (8): 1507-1520.doi: 10.3724/SP.J.1042.2019.01507

• Regular Articles • Previous Articles    

The dilemma of green consumption: identity construction or environmental concern?

WANG Caiyu1(), Zheng Xiaoxu2, YU Qiuting1, LEI Li3   

  1. 1 Department of Psychology, Xinyang Normal University, Xinyang 464000, China
    2 Anyang Institute of Technology, Anyang 455000, China
    3 Department of Psychology, Renmin University of China, Beijing 100872, China
  • Received:2018-08-25 Online:2019-07-26 Published:2019-06-25
  • Contact: WANG Caiyu


Green consumption is an ethical issue, including two types of motivation: Identity construction and environmental concern. Green consumption based on identity construction would lead to the instability of green consumption, even lies and theft, and its psychological mechanism was moral self-regulation. The green consumption performance based on environmental concern was the opposite, and mechanism of moral identity played a role. So, was it identity construction or environmental concern? It might be influenced by many factors. On this basis, we built a green consumption model based on individual life style, which clarified the problem from the perspective of individual differences. Finally, Future research needs to focus on green consumption from theory and practice.

Key words: green consumption, moral self-regulation, moral identity

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