Abstract
Promoting environmental sustainability, green consumption behavior is a crucial approach for individuals. Utilizing the “factor-intention” logic, we constructed a model to examine the relationship between social crowding, face consciousness, relative price level, and consumers' intentions to purchase green products. We conducted three experiments to assess the influence of social crowding on green product purchasing, along with examining the mediating effect of face consciousness and the moderating effect of relative price level. The results demonstrated a positive impact of social crowding on consumers’ intentions to purchase green products, with the relationship being moderated by the relative price level. Additionally, the desire to gain face and the fear of losing face partially mediated the interaction between social crowding and green product purchasing.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
