Abstract
In the context of mobile internet, the social diffusion effect of green consumption behavior becomes increasingly pronounced. This study, originating from the perspective of green consumption and grounded in the diffusion of innovation theory, constructs a model to analyze the impact of green consumption behavior on information-sharing behavior. The experience sampling method was utilized to collect 898 valid paired data points from 169 consumers, and Multilevel Structural Equation Modeling was applied to test the proposed model. The findings indicate a positive influence of green consumption behavior on information-sharing behavior, with perceived novelty and usefulness serving as mediators in this relationship. Moreover, the construal level moderates the impact of green consumption behavior on perceived novelty and usefulness. Further, at a high construal level, green consumption behavior enhances information-sharing behavior via its effect on perceived novelty, whereas at a low construal level, it does so through its impact on perceived usefulness.
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.
