Abstract
With the increasing emphasis on resources and environmental issues, green consumption is becoming more and more important. Green consumption is affected by social factors. In the social context, there are more studies on social unfriendly aspects, such as social exclusion, but neglect socially friendly situations—social warmth. Therefore, this study will explore the mechanism of the impact of social warmth on green consumption. The conclusion of study is that social warmth has a significant impact on the willingness to purchase green products, and environmental self-responsibility plays a mediating role.
Highlights
With the resources and environmental issues become increasingly prominent, corporate investment in environmental protection and development of green products continues to increase; consumer awareness of green consumption is rising
The conclusion of study is that social warmth has a significant impact on the willingness to purchase green products, and environmental self-responsibility plays a mediating role
The regression result shows that the adjusted R square is 0.058, the model is significant (P = 0.012 < 0.05) and the social warmth has a significant regression on the purchase intention (β = −0.261, P = 0.012) and social warmth affects consumers’ willingness to purchase green products
Summary
With the resources and environmental issues become increasingly prominent, corporate investment in environmental protection and development of green products continues to increase; consumer awareness of green consumption is rising. Many enterprises increase the development of green products. Procter & Gamble has adopted a new technology in its laundry Tide purclean, which produces 65% of its ingredients from plants and recyclable materials. Ali Research Institute released the “2017 China Green Consumer Report”, pointing out that the number of green consumers exceeds 110 million, accounting for 20% of Taobao’s active users. The number of green consumers continues to grow, compared with traditional products, the proportion of green products transactions is still small, and non-green consumption is still the mainstream consumption.
Sign-in/Register to view highlights & summary 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 callMore From: American Journal of Industrial and Business Management
Disclaimer: 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.
