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Understanding green purchase behavior through death anxiety and individual social responsibility: Mastery as a moderator
Author(s) -
Rahimah Anni,
Khalil Shadab,
Cheng Julian MingSung,
Tran Mai Dong,
Panwar Vinod
Publication year - 2018
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1733
Subject(s) - moderation , psychology , social responsibility , perspective (graphical) , consumption (sociology) , social psychology , anxiety , death anxiety , green consumption , sample (material) , marketing , business , sociology , public relations , political science , economics , social science , psychiatry , purchasing power , chemistry , chromatography , artificial intelligence , computer science , keynesian economics
This research proposes a framework to explore green consumption behavior from the perspective of the anxiety of death and individual social responsibility. Research data are collected from a sample of 280 consumers in Taipei, Taiwan. The findings reveal that consumers' anxiety of death affects consumers' green purchase attitude and then ultimately green purchase intention through the mediating variables of environmental concern and pro‐environmental behavior. On a similar line, individual social responsibility is found to act as a precursor in increasing consumer's concern for the environment and, eventually, green purchase attitude and intention. Mastery is found to invigorate the effect of death anxiety on green concern and pro‐environmental behavior, while it enervates the relationship between individual social responsibility and environmental concern.