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The paradox of power: why high sense of power suppresses green consumption intentions

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  • Dai, Jiatong
  • Gong, Siyu
  • Dai, Ruofei

Abstract

Identifying the characteristics of green consumption groups is crucial for effectively promoting green consumption and mitigating environmental degradation. Sense of power represents a key factor underlying differences in consumer green consumption. This study examines the impact of sense of power on green consumption, its underlying mechanisms, and a key boundary condition. Across five studies, we demonstrate that a heightened sense of power reduces green consumption intention (Study 1). This occurs because low-power consumers exhibit higher environmental threat perception and eco-anxiety (Studies 2 and 3). Critically, this negative effect is mitigated by informational interventions. Specifically, when environmental issue information is presented using an individual-oriented framing, the negative effect becomes insignificant (Studies 4 and 5). We conclude by discussing theoretical contributions, practical implications, and future research directions.

Suggested Citation

  • Dai, Jiatong & Gong, Siyu & Dai, Ruofei, 2026. "The paradox of power: why high sense of power suppresses green consumption intentions," Journal of Business Research, Elsevier, vol. 205(C).
    • Handle: RePEc:eee:jbrese:v:205:y:2026:i:c:s0148296325007040
    DOI: 10.1016/j.jbusres.2025.115881
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    References listed on IDEAS

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