earticle

영어

Reverse consumption refers to consumers consciously not pursuing the most expensive or best products, but prioritizing the cost-effectiveness and practicality of products or services. This approach involves selecting second-hand goods, shared products, and low-cost alternatives to achieve the dual goals of economic savings and environmental protection. The emergence of reverse consumption is based on the backdrop of intensifying global environmental issues and increasing economic uncertainty, leading to a shift in consumer behavior towards more sustainable and affordable consumption patterns. Reverse consumption has begun to emerge in China and has become an important option, although there is currently little research on it. To fill this research gap, this study constructs a new second-order structural equation based on the extended Theory of Consumption Values (TCV) and the Value-Attitude-Behavior (VAB) theory, to explore how extended consumption values influence consumers' two-dimensional attitudes (cognitive attitude and emotional attitude), environmental concerns, and trust, thereby affecting their willingness to engage in reverse consumption. The research results indicate that extended consumption values and attitudinal factors positively influence the willingness to participate in reverse consumption. Among the second-order variables of consumption values, functional value and emotional value have the most significant impacts, while materialistic values have a negative effect on the outcome. In addition, the two-dimensional attitudes play a crucial mediating role between extended consumption values and the willingness to engage in reverse consumption, while trust negatively moderates the relationship between these two-dimensional attitudes and the willingness to engage in reverse consumption, providing a deeper psychological explanation for reverse consumption. This study explores the factors leading to reverse consumption behavior from a consumer perspective and comprehensively explains these stimulating factors. This study not only delves deeply into the internal mechanisms of reverse consumption behavior but also provides vital support for formulating effective market strategies and policies. These findings assist governments and enterprises in understanding consumers' psychological changes during times of uncertainty, seizing the new trend of reverse consumption, and promoting the development of the market in a more environmentally friendly and healthy direction.