Are You Truly Green? The Impact of Self-Quantification on the Sincerity of Consumers’ Green Behaviors and Sustained Willingness

Consumers are increasingly engaging in green consumption practices through the lens of self-quantification. Both the pursuit of positive green data outcomes at the individual level and the comparison and even competition among green data at the community level may lead to insincere green behaviors such as “performative green engagement” beyond the positive outcomes of tracking and measuring one’s green consumption. Compared to outcome-oriented studies exploring the impact of self-quantification on the outcomes of consumers’ green behaviors, this research focuses on the deeper sincerity of behaviors beyond outcomes, comprehensively analyzing the influence of self-quantification on the sincerity of consumers’ green behaviors and their sustained willingness for green consumption. The scenario-based experimental results confirmed that under low situational involvement, in promoting goal-oriented green consumption, self-quantification leads consumers to participate less in substantive environmental activities, with weaker internal motivation, lower sincerity, and weaker sustained willingness for green behaviors. In defensive goal-oriented green consumption, self-quantification encourages consumers to engage more in necessary energy-consuming activities, with stronger internal motivation, higher sincerity, and stronger sustained willingness for green behaviors. Under high situational involvement, consumers with mechanisms for self-quantification and those without exhibit similar levels of green behavior sincerity, with no significant difference in sustained willingness. The findings provide guidance for stakeholders in green consumption to more scientifically quantify the self, promoting proactive and sincere approaches to achieve the sustainable and healthy development of green consumption.