Beyond Green Consumerism: Uncovering the Role of Social Exclusion in Green Product Consumption

Abstract

Previous research on the influence of perceived social exclusion on pro-social or pro-environmental behaviors has yielded inconclusive results. We extended the theory of planned behavior (TPB) by including green self-identity as a boundary condition to check the impact of social exclusion on green product consumption intentions. We collected data from 476 respondents through online questionnaires. Structural equation modeling (SEM) technique was applied to test the proposed model. Green product attitudes, subjective norms about green products, and perceived behavioral control (PBC) are significantly predicted by social exclusion. Our results also reveal that TPB plays a mediating role between social exclusion and green product consumption intentions. Furthermore, the results of moderation and moderated mediation revealed that green self-identity moderated both the direct and indirect effects of social exclusion on/via green product attitude and social norms about green products on green product consumption intentions. Moreover, these effects were not significant in the case of PBC. The extension of TPB has several implications for organizations and policymakers in the context of social exclusion and green product consumption.