“Benefit First” or “Environment Priority”? The Impact of Money and Time Resources on Green Consumption

Sun Jin, Chen Chen, Qu Wenjing

Foreign Economics & Management Vol. 46, Issue 02, pp. 53 - 69 (2024)  DOI:10.16538/j.cnki.fem.20231025.302

Summary

With the proposal of “carbon peak” and “carbon neutrality” goals, the concept of green consumption is becoming increasingly popular. How to enhance consumers’ purchase intention of green products has also attracted the attention of researchers. In this context, this paper explores the impact of money and time resources on green consumption behavior from the perspective of resource concept activation. The results show that when green product promotion highlights other-benefit, activating the concept of time resources can enhance consumers’ purchase intention of green products; on the contrary, when green product promotion highlights self-benefit, activating the concept of money resources can enhance consumers’ purchase intention of green products. In addition, this paper verifies the mediating mechanism and boundary conditions of the impact of resource concept activation and beneficiary on green consumption from the perspectives of positive emotions and self-construction.

Keywords

green consumption; time and money; self and others; positive emotion; self-construal