Original scientific paper
https://doi.org/10.1080/1331677X.2023.2171456
Research on the influence mechanism of environmental protection concept on consumption in the context of climate neutrality
Yueyan Zhang
Yushi Jiang
Jing Song
Qin Guo
Abstract
In the context of climate and neutrality, governments of many
countries have introduced plastic restrictions. Enterprises often
introduce pro-environmental services with certain force to the
market. Does a good intention always have a good result?
Despite good intentions, most pro-environmental services require
extra effort (financial, physical, mental, etc.) from the participants.
This will inevitably bring negative impact on some customers’
repurchase intention. How to mitigate its negative consequences
is worthy of academic attention. Previous studies show that sense
of guilt motivates individuals to take prosocial actions to relieve
or counteract temporary negative emotions. This paper analyzed
and explained the affective mechanism of this phenomenon
through two between-subject experiments. The results showed
that: (1) High-autonomy effort (different from low-autonomy
effort) can significantly release the sense of reactive guilt hence
promote repurchase intention; (2) Low-autonomy effort (different
from high-autonomy effort) will reduce people’s perceived pleasure
hence suppress repurchase intention; (3) Choice diversification
can improve the perceived autonomy of individuals with low
actual autonomy and compensate for the lack of actual autonomy,
thus weakening the negative impact of low autonomous
effort on perceived pleasure, and ultimately promoting people’s
repurchase intention.
Keywords
Climate neutrality; choice diversification; plastic restrictions; corporate social responsibility
Hrčak ID:
306484
URI
Publication date:
31.3.2023.
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