초록 열기/닫기 버튼
Green consumption is not only promoted by internal psychological factors related to the environment but also driven by external situational factors related to social interaction. This study demonstrated that the normative social influence of social interactions drives pro-environmental behavior. Based on the perspective of social interaction theory, this paper constructed a model of social values and green consumption behavior. The results indicated that perceived green values have a mediating role in the relationship between social values and green consumption behavior. Moreover, the perceived environmental responsibility moderates the relationship between altruistic and ecological values and green consumption, respectively. However, the price sensitively moderates the relationship between self-interest values and green consumption. The boundary conditions revealed that social values could affect green consumption behavior differently.
