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Exploring the social diffusion effects of green consumption: Evidence from green innovative products

Author

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  • Wang, Zhihao
  • Li, Wei
  • Wang, Mengxin

Abstract

In the context of mobile internet, the social diffusion effect of green consumption behavior becomes increasingly pronounced. This study, originating from the perspective of green consumption and grounded in the diffusion of innovation theory, constructs a model to analyze the impact of green consumption behavior on information-sharing behavior. The experience sampling method was utilized to collect 898 valid paired data points from 169 consumers, and Multilevel Structural Equation Modeling was applied to test the proposed model. The findings indicate a positive influence of green consumption behavior on information-sharing behavior, with perceived novelty and usefulness serving as mediators in this relationship. Moreover, the construal level moderates the impact of green consumption behavior on perceived novelty and usefulness. Further, at a high construal level, green consumption behavior enhances information-sharing behavior via its effect on perceived novelty, whereas at a low construal level, it does so through its impact on perceived usefulness.

Suggested Citation

  • Wang, Zhihao & Li, Wei & Wang, Mengxin, 2024. "Exploring the social diffusion effects of green consumption: Evidence from green innovative products," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001899
    DOI: 10.1016/j.jretconser.2024.103893
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