Time-space-connections in online pro-environmental behavior choice

Abstract

With increasing platform economy and use of mobile payment methods, the takeaway consumption as a relatively new consumption mode has led to a considerable amount of wasted resources and environmental pollution. Previous research conclusions on green consumption behaviour still have not effectively addressed the problem of “attitude-behaviour” deviation in this new context. Based on the theory of empathy, this study construct a model of how environmental concern influence green consumption behaviour with consumer cognitive empathy and emotional empathy as mediating variables, and Time-Space-Connections (perceived control) as the moderator. This study chose delivery consumption as the research background and empirically tested the data collected from the questionnaire using a structural equation model. The results indicate that environmental concern can positively promote green consumption behaviour, and empathy is a key mechanism that affects green consumption decision-making. Promoting consumers' concern to the environment will effectively enhance their level of cognitive and emotional empathy towards the environment, thereby improving green consumption behaviour. In addition, perceived control significantly moderates the impact of environmental concern on empathy. The research results provide reliable suggestions for green consumption behaviour in the context of takeaway consumption.