Abstract
This study determines gender differences in the generation logic for green purchasing intention within the framework of bounded morality and bounded self-interest and determines the causes of the attitude–behavior gap from a new perspective. Empirical analysis of 977 sample data points is used to test the influencing mechanism of gender heterogeneity on green purchasing intention through altruistic values (ALVs) and egoistic values (EGVs). Meanwhile, the moderated mediation effects are also analyzed. The results show that gender heterogeneity negatively affects ALVs and positively affects EGVs for women as the reference group. The mediation effect of ALVs and EGVs is significant, and there are significant gender differences in the formation of values and green purchasing intention. As expected, women demonstrate higher levels of proenvironmental intention than men. Media exposure (ME) significantly moderates the mediation models. It negatively moderates the mediation effect of ALVs and positively moderates the mediation effect of EGVs. The results reveal the complex formation mechanism for green purchasing intention. It can conclude that the gender differences in terms of green purchasing, the different guiding roles of dual values, and the moderated mechanism of ME are key elements in accurate guidance of green consumption and the effective modification of the attitude–behavior gap.
Highlights
Building an ecological civilization is a global development strategy for the future
Correlation analysis shows that gender is negatively correlated with altruistic values (ALVs) (r = –0.093, p < 0.01), positively correlated with egoistic values (EGVs) (r = 0.114, p < 0.01), and negatively correlated with green purchasing intention (r = –0.121, p < 0.01)
ALVs are positively correlated with green purchasing intention (r = 0.351, p < 0.01), and EGVs are negatively correlated with green purchasing intention (r = – 0.090, p < 0.01)
Summary
Building an ecological civilization is a global development strategy for the future. This strategic concept prevents environmental pollution and ecosystem degradation and is an inherent requirement for achieving sustainable development (Costa et al, 2021; Rasool et al, 2021). The cultivation of an ecological civilization requires the leadership of ecological thought and the exploration of scientific realization paths. Of the various factors that trigger environmental crises, non-green consumption is considered as one of the main causes and studies show that 40% of environmental problems are directly attributable to non-green consumption. The environmental pollution on the production side is mostly demand-driven (Yang and Zhang, 2021).
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