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A new perspective to promote low-carbon consumption: The influence of reference groups

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  • Mi, Lingyun
  • Zhu, Hanlin
  • Yang, Jie
  • Gan, Xiaoli
  • Xu, Ting
  • Qiao, Lijie
  • Liu, Qingyan

Abstract

Reference groups are crucial factor in consumer purchasing decisions. However, we know little about how such groups affect low-carbon consumption behavior (LCB), especially the impact of habitual low-carbon consumption behavior (HLCB). To expand on the previous research and encourage LCB from the perspective of reference groups, we conducted a social study of Xuzhou, Jiangsu Province, China (N = 351). We aim to test how the influences of reference groups act on the purchasing low-carbon consumption behavior (PLCB) and HLCB of residents. The results indicate that all of the influences work indirectly through low-carbon consumption intention (LCI). Among these influences, the informational influence and utilitarian influence positively promote LCI, while the value-expressive influence inhibits it. The intention engendered by reference groups has a significantly greater impact on residents' HLCB than on their PLCB, and it is more conducive to promoting a low-carbon lifestyle.

Suggested Citation

  • Mi, Lingyun & Zhu, Hanlin & Yang, Jie & Gan, Xiaoli & Xu, Ting & Qiao, Lijie & Liu, Qingyan, 2019. "A new perspective to promote low-carbon consumption: The influence of reference groups," Ecological Economics, Elsevier, vol. 161(C), pages 100-108.
    • Handle: RePEc:eee:ecolec:v:161:y:2019:i:c:p:100-108
    DOI: 10.1016/j.ecolecon.2019.03.019
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