Abstract:

With the deterioration of the environment, people begin to pay attention to how to protect the natural environment which we depend on to survive. Consumers play an important role in protecting the environment. Although there have been many findings related to green consumption, research on psychological mechanism of green consumption is insufficient. Based on the social-cognitive perspective moral identity theory, we focus on psychological variables that influence green consumption. There are three aspects of contents to explore: (1) the mediation mechanism between moral identity and green consumption, and the boundary condition of the mediation mechanism; (2) factors that moderate the relationship between moral identity and green consumption; (3) different effects of the two dimensions of the self-importance of moral identity (internalization and symbolization) on green consumption. Theoretically, we enrich research in fields of moral identity and green consumption. Practically, we can provide feasible advice for the government and corporations on how to promote green consumption behavior of consumers.

Key words: moral identity, green consumption, altruism