Moderated Mediation Mechanism to Determine the Effect of Gender Heterogeneity on Green Purchasing Intention: From the Perspective of Residents’ Values

Abstract

This study determines gender differences in the generation logic for green purchasing intention within the framework of bounded morality and bounded self-interest and determines the causes of the attitude–behavior gap from a new perspective. Empirical analysis of 977 sample data points is used to test the influencing mechanism of gender heterogeneity on green purchasing intention through altruistic values (ALVs) and egoistic values (EGVs). Meanwhile, the moderated mediation effects are also analyzed. The results show that gender heterogeneity negatively affects ALVs and positively affects EGVs for women as the reference group. The mediation effect of ALVs and EGVs is significant, and there are significant gender differences in the formation of values and green purchasing intention. As expected, women demonstrate higher levels of proenvironmental intention than men. Media exposure (ME) significantly moderates the mediation models. It negatively moderates the mediation effect of ALVs and positively moderates the mediation effect of EGVs. The results reveal the complex formation mechanism for green purchasing intention. It can conclude that the gender differences in terms of green purchasing, the different guiding roles of dual values, and the moderated mechanism of ME are key elements in accurate guidance of green consumption and the effective modification of the attitude–behavior gap.

Moderated mediation role of ethnicity on natural skin care products purchasing intention model among multicultural consumers

“…Existing research in this field mainly considers either the mediating effects of pro-environmental belief [ 24 ], green attitude [ 35 ] on the purchase intention, or the moderating effect of ethnicity [ 80 , 89 ] and brand trust [ 13 ] on the purchase intention model. The moderated mediation model is developed in a few green marketing research based on the conceptual framework of Preacher et al [ 18 ], such as moderated mediation of media exposure and green trust by Yang et al [ 90 ] and safety certificates Najm et al [ 41 ]. In the extended literature, despite the call for investigation of customer purchase intention to increase natural products purchases [ 35 , 91 ], there is still a lack of studies that integrate comprehensive variables in the model of natural products purchase intention.…”

“…These different results regarding the moderator effect in the PI model might be due to the sociocultural background of Asian (Malaysian) society, which differed from that of communities in Africa. Similarly, an empirical study from China by Yang et al [ 90 ] provides the role of consumers’ gender on the relationship between green PI and external factors. Yet, there is a shortage of research on the moderated mediation role of ethnic background in the PI model.…”

“…Additionally, a few studies based on TPB indicated the relationship between subjective norms, health concerns, personal attitudes, and PI in the natural purchase intentions model. TPB was used to test the relationship between health and environmental concerns and PI toward green cosmetics moderated through attitude and consumer demographic factors [ 16 ]. TPB was also used to test whether personal attitudes and subjective norms were significant predictors of natural product PI [ 31 ].…”

“…Sánchez-Torres et al also find strong evidence of the moderating effect of educational level and socioeconomic status on the electronic PI [ 42 ]. Another study from China reveals the moderated mediation effect of gender within the framework of green purchasing intention [ 16 ]. Besides, Cooray et al suggest that the ethnicity of Sri Lankan females has a critical moderating effect on the relationships between brand names and purchase decisions [ 80 ].…”

“…However, only a few studies examined the role of sociocultural variables and social, personal, and physical factors as moderated mediators for consumers’ purchasing behavior. Sociodemographic variables, such as gender, play a significant role in the framework of green and natural purchase activities [ 15 , 16 ]. Nevertheless, most existing evidence neglected the moderated mediation role of sociocultural variable, such as ethnic background in the framework of natural purchase intention (PI).…”