Abstract
This study uses a conceptual research model to explore the mediating role of need satisfaction for competence, relatedness, and autonomy in the relationship between pro-environmental preference (PEP) and consumers’ perceived well-being (PWB). The data were collected on WJX (a Chinese online recruitment platform) from a sample of 514 respondents and analyzed using Smart PLS 3. The results indicated that two need satisfactions (competence and autonomy) fully mediate the relationship between PEP and consumers’ PWB. However, surprisingly, relatedness need satisfaction has no mediation effect in the relationship between PEP and consumers’ PWB. The results demonstrate the pivotal role of self-determination theory in explaining the primary psychological needs that must be met for consumers to perceive heightened states of well-being. Moreover, the results can signify to policymakers how to translate the impact of PEP into consumers’ PWB.
Highlights
With the deterioration of the ecological environment, people gradually realize their responsibility for environmental damage [1] and are more and more willing to engage in pro-environmental behavior (PEB) [2]
With regard to average monthly income (RMB, the Chinese currency, Yuan), 23.06% earned below ¥1000, 27.33% earned between ¥1000 and ¥3000, 11.63% earned between ¥3000 and ¥5000, 23.45% earned between ¥5000 and ¥10,000, 10.47% earned between ¥10,000 and ¥20,000, and 4.07% earned above ¥20,000
We conducted a manipulation check to detect perceived differences in the air conditioners in the scenarios. The results from this manipulation check showed that air-conditioner B was considered to be more eco-friendly than air-conditioner A, as 92% of the respondents indicated that air-conditioner B was eco-friendly, and 8% of the respondents indicated that air-conditioner A was eco-friendly
Summary
With the deterioration of the ecological environment, people gradually realize their responsibility for environmental damage [1] and are more and more willing to engage in pro-environmental behavior (PEB) [2]. The issue of consumers’ PEB has become topical. Evidence of this may be seen in the case of organic products, whose global market size has grown almost from zero to US $72 billion during the past 30 years [3]. In opposition to the negative view of PEB, other scholars have found that PEB can increase consumers’ life satisfaction and perceived well-being (PWB) [6,7,8]. These inconsistent findings provide further research space
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