IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i18p8183-d1481358.html

The Impact of Green Purchase Intention on Compensatory Consumption: The Regulatory Role of Pro-Environmental Behavior

Author

Listed:
  • Chao Chen

    (School of Economics and Management, East China Jiaotong University, Nanchang 330013, China)

  • Desheng Li

    (School of Economics and Management, East China Jiaotong University, Nanchang 330013, China)

  • Jingjing Qian

    (School of Economics and Management, Nanchang University, Nanchang 330031, China)

  • Ziying Li

    (School of Economics and Management, East China Jiaotong University, Nanchang 330013, China)

Abstract

Green purchasing behavior refers to the potential of consumers to reduce the impact on the environment and the excessive loss of natural resources in the procurement process as far as possible under the premise of meeting their own needs. This behavior is not only helpful in alleviating environmental problems but also is an important way to achieve sustainable development. However, whether consumers will increase non-green or excessive compensatory consumption behaviors due to the “moral permission” psychological tendency, present after purchasing green products, is an important question in the current research. This study explores the effect of green purchase intention on compensatory consumption behavior, with special attention to the moderating role of pro-environmental behavior in this relationship. With the increasingly severe global environmental problems, green consumption, as a pro-environmental behavior, has gradually become the focus of social attention. By analyzing the relationship between consumers’ green purchase intention and their subsequent compensatory consumption behavior, this study further reveals the important role of pro-environment behavior in the consumption decision-making process.

Suggested Citation

  • Chao Chen & Desheng Li & Jingjing Qian & Ziying Li, 2024. "The Impact of Green Purchase Intention on Compensatory Consumption: The Regulatory Role of Pro-Environmental Behavior," Sustainability, MDPI, vol. 16(18), pages 1-22, September.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:18:p:8183-:d:1481358
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/18/8183/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/18/8183/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Stefanos Balaskas & Aliki Panagiotarou & Maria Rigou, 2023. "Impact of Environmental Concern, Emotional Appeals, and Attitude toward the Advertisement on the Intention to Buy Green Products: The Case of Younger Consumer Audiences," Sustainability, MDPI, vol. 15(17), pages 1-19, September.
    2. Yam B. Limbu & A. F. M. Jalal Ahamed, 2023. "What Influences Green Cosmetics Purchase Intention and Behavior? A Systematic Review and Future Research Agenda," Sustainability, MDPI, vol. 15(15), pages 1-15, August.
    3. De Silva, Muthu & Wang, Pengji & Kuah, Adrian T.H., 2021. "Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China," Journal of Business Research, Elsevier, vol. 122(C), pages 713-724.
    4. Emel Yarimoglu & Gul Binboga, 2019. "Understanding sustainable consumption in an emerging country: The antecedents and consequences of the ecologically conscious consumer behavior model," Business Strategy and the Environment, Wiley Blackwell, vol. 28(4), pages 642-651, May.
    5. Ding, Zhihua & Wang, Guangqiang & Liu, Zhenhua & Long, Ruyin, 2017. "Research on differences in the factors influencing the energy-saving behavior of urban and rural residents in China–A case study of Jiangsu Province," Energy Policy, Elsevier, vol. 100(C), pages 252-259.
    6. Mavisakalyan, Astghik & Sharma, Swati & Weber, Clas, 2024. "Pro-environmental behavior and subjective well-being: Culture has a role to play," Ecological Economics, Elsevier, vol. 217(C).
    7. Hoshiar Mal & Nagendra Singh Nehra, 2023. "The Impact of IoT Characteristics, Cultural Factors and Safety Concerns on Consumer Purchase Intention of Green Electronic Products," Sustainability, MDPI, vol. 15(8), pages 1-12, April.
    8. Kamonthip Maichum & Surakiat Parichatnon & Ke-Chung Peng, 2016. "Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers," Sustainability, MDPI, vol. 8(10), pages 1-20, October.
    9. Kumar, Bipul & Manrai, Ajay K. & Manrai, Lalita A., 2017. "Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 1-9.
    10. Hong Wang & Baolong Ma & Rubing Bai, 2019. "How Does Green Product Knowledge Effectively Promote Green Purchase Intention?," Sustainability, MDPI, vol. 11(4), pages 1-13, February.
    11. Jing Shao, 2019. "Sustainable consumption in China: New trends and research interests," Business Strategy and the Environment, Wiley Blackwell, vol. 28(8), pages 1507-1517, December.
    12. Camilla Barbarossa & Patrick Pelsmacker, 2016. "Positive and Negative Antecedents of Purchasing Eco-friendly Products: A Comparison Between Green and Non-green Consumers," Journal of Business Ethics, Springer, vol. 134(2), pages 229-247, March.
    13. Wang, Shanyong & Wang, Jing & Lin, Shoufu & Li, Jun, 2019. "Public perceptions and acceptance of nuclear energy in China: The role of public knowledge, perceived benefit, perceived risk and public engagement," Energy Policy, Elsevier, vol. 126(C), pages 352-360.
    14. Chang, En-Chung & Xie, Chunya & Fan, Xiaomeng, 2022. "Defending the rules: How exposure to immoral behavior influences the boundary preference," Journal of Business Research, Elsevier, vol. 139(C), pages 654-663.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yi Feng & Yu Feng & Ziyang Liu, 2025. "Influencing Factors of Residents’ Green Perception Under Urban–Rural Differences: A Socio-Ecological Model Approach," Sustainability, MDPI, vol. 17(8), pages 1-36, April.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nekmahmud, Md. & Naz, Farheen & Ramkissoon, Haywantee & Fekete-Farkas, Maria, 2022. "Transforming consumers' intention to purchase green products: Role of social media," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    2. Zohra Ghali-Zinoubi, 2022. "Examining Drivers of Environmentally Conscious Consumer Behavior: Theory of Planned Behavior Extended with Cultural Factors," Sustainability, MDPI, vol. 14(13), pages 1-17, July.
    3. João M. Lopes & Micaela Pinho & Sofia Gomes, 2024. "From green hype to green habits: Understanding the factors that influence young consumers' green purchasing decisions," Business Strategy and the Environment, Wiley Blackwell, vol. 33(3), pages 2432-2444, March.
    4. repec:bcp:journl:v:9:y:2025:i:28:p:180-194 is not listed on IDEAS
    5. 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).
    6. Abdullah Al Mamun & Naeem Hayat & Muhammad Mohiuddin & Anas A. Salameh & Syed Shah Alam, 2023. "Green Gardening Practices Among Urban Botanists: Using the Value-Belief-Norm Model," SAGE Open, , vol. 13(3), pages 21582440231, July.
    7. Jing Shao & Wenchao Li & Cedric Aneye & Wei Fang, 2022. "Facilitating mechanism of green products purchasing with a premium price—Moderating by sustainability‐related information," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(3), pages 686-700, May.
    8. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    9. 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).
    10. Zivar Zeynalova & Natavan Namazova, 2022. "Revealing Consumer Behavior toward Green Consumption," Sustainability, MDPI, vol. 14(10), pages 1-20, May.
    11. Mosa Aseri & Zaid Ahmad Ansari, 2023. "Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    12. Dhyanadipta Panda & Deepak Singhal & Sarat Jena & Sushanta Tripathy, 2025. "Assessment of Indian consumers’ green purchase intention: an integration of theory of planned behaviour and meta-analysis," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 27(12), pages 29825-29846, December.
    13. Mehvish Riyaz & Anisa Jan & Danish Khan & Adil Zahoor, 2025. "Determinants of Purchase Intention for Green Consumer Durables: Investigating the Moderating Role of Price Sensitivity," Jindal Journal of Business Research, , vol. 14(2), pages 197-207, December.
    14. Ishaq, Muhammad Ishtiaq & Baloch, Rukhsar & Raza, Ali & Talpur, Qurat-ul-ain & Ahmad, Rehan, 2025. "Ecological consciousness, moral self-identity and green conspicuous behavior: Moderating role of religiosity," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    15. Lenka Štofejová & Štefan Kráľ & Richard Fedorko & Radovan Bačík & Mária Tomášová, 2023. "Sustainability and Consumer Behavior in Electronic Commerce," Sustainability, MDPI, vol. 15(22), pages 1-16, November.
    16. Lidia Alexa & Andreea Apetrei & Juan Sapena, 2021. "The COVID-19 Lockdown Effect on the Intention to Purchase Sustainable Brands," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    17. Nornajihah Nadia Hasbullah & Zuraidah Sulaiman & Adaviah Mas’od & Hanis Syuhada Ahmad Sugiran, 2022. "Drivers of Sustainable Apparel Purchase Intention: An Empirical Study of Malaysian Millennial Consumers," Sustainability, MDPI, vol. 14(4), pages 1-24, February.
    18. Shengqin Zheng & Ye Cheng & Yingjie Ju, 2019. "Understanding the Intention and Behavior of Renting Houses among the Young Generation: Evidence from Jinan, China," Sustainability, MDPI, vol. 11(6), pages 1-18, March.
    19. Rösch, Stella Franca & Kopplin, Cristopher Siegfried, 2025. "Time well spent! The role of information presentation and viewing time in sustainable textile online purchase behavior: Insights from an online store experiment," Journal of Retailing and Consumer Services, Elsevier, vol. 86(C).
    20. Pituwela Kankanamge Chamari Dinesha & Prof. P. G. S. Amila Jayarathne & Dr. Galdolage, B.S., 2024. "A Systematic Literature Review on the Attitude-Behaviour Divides in Favour of Sustainable Consumption," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(11), pages 2504-2514, November.
    21. Cheung, Millissa F.Y. & To, W.M., 2019. "An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 145-153.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:18:p:8183-:d:1481358. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.