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The unexpected effect of frugality on green purchase intention

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  • Wang, Hong
  • Ma, Baolong
  • Bai, Rubing
  • Zhang, Lin

Abstract

Frugality is frequently associated with sustainable consumer behavior which contributes to a growing resource saving. In this study, we challenge the prevailing view. Compared to the positive effects of frugality, little work has focused on its negative effects. Thus, this study presents a research model which explores whether and how frugality influence green purchase intention. With data collected from 369 participants, the results report that frugality has a negative effect on green purchase intention. It is significantly mediated by motivation to save. In addition, green concern negatively moderates the relationship between frugality and purchase intention, and that between motivation to save and purchase intention. The study provides a deeper understanding of frugality, and develops an avenue to promote sustainable consumption.

Suggested Citation

  • Wang, Hong & Ma, Baolong & Bai, Rubing & Zhang, Lin, 2021. "The unexpected effect of frugality on green purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s096969892031393x
    DOI: 10.1016/j.jretconser.2020.102385
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    3. Tan, Fuqiang & Li, Xi & Agarwal, Reeti & Joshi, Yatish & Yaqub, Muhammad Zafar, 2024. "Does multilingual packaging influence purchasing in retail segment? Evidence from multiple experiments," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    4. Rusitha Wijekoon & Mohamad Fazli Sabri, 2021. "Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework," Sustainability, MDPI, vol. 13(11), pages 1-40, May.
    5. Ma, Yueru & Xing, Tanyuan, 2024. "Encourage sustainable consumption among the elderly through generativity," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    6. Naman Sreen & Swetarupa Chatterjee & Seema Bhardwaj & Asmita Chitnis, 2023. "Reasons and intuitions: extending behavioural reasoning theory to determine green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 447-475, June.
    7. Gulzari, Adeela & Wang, Yuchen & Prybutok, Victor, 2022. "A green experience with eco-friendly cars: A young consumer electric vehicle rental behavioral model," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    8. Jappy P. Fanggidae, 2025. "Frugal people give more? The moderating role of beneficiary number in eliciting donation intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(1), pages 1-15, March.
    9. Murtaza Haider & Randall Shannon & George P. Moschis, 2022. "Sustainable Consumption Research and the Role of Marketing: A Review of the Literature (1976–2021)," Sustainability, MDPI, vol. 14(7), pages 1-36, March.
    10. Han, Myat Su & Hampson, Daniel Peter & Wang, Yonggui & Wang, Hong, 2022. "Consumer confidence and green purchase intention: An application of the stimulus-organism-response model," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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