TITLE:
A Study on Green Consumption from the Perspective of Social Comparison
AUTHORS:
Haiquan Chen, Li Liu, Ruoqing Zhang
KEYWORDS:
Green Consumption, Social Comparison Orientation, Face Consciousness, In-Group Identification
JOURNAL NAME:
Low Carbon Economy,
Vol.7 No.3,
September
8,
2016
ABSTRACT: The study finds that green consumption is the
tradeoff that consumers are forced to make between collective interests and
personal interests. In reality, consumers think that green consumption is a
kind of fashion, and they tend to use herd mentality to choose green
consumption, or in order to show their uniqueness that are almost not affected
by the influence of the negative features such as high price of green products.
This paper explores the relationship between social comparison orientation and
green consumption, and examines the mediating effects of in-group
identification and the moderating effects of face consciousness, thereby
building the conceptual model of this study.