Impact of environmental and health consciousness on ecological consumption intention: The moderating effects of haze and self‐competence

Abstract

AbstractThis study is an investigation of how environmental consciousness and health consciousness influence consumers' ecological purchase intentions regarding eco‐friendly products (pollution‐reduction behavior) and self‐protective products (pollution‐avoidance behavior). Data collected in a between‐subject experiment indicate that environmental and health consciousness influence ecological purchase intentions. Moreover, haze pollution moderates these effects. On hazy days, environmental consciousness motivates ecological intentions; on clear days, health consciousness motivates ecological purchase intentions. In addition, perceived self‐competence moderates the impacts of environmental consciousness and health consciousness on purchase intentions. Consumers with high self‐competence are only influenced by environmental consciousness. Health consciousness has the strongest effects on consumers who have low self‐competence. Implications for policymakers and managers are discussed.