The Impact of Environmental Self-accountability on Green Consumption Behavior

Abstract

A great upsurge of sharing economy occurs currently in China's green consumption market. On the basis of the theory of planned behavior, this research takes bike-sharing as an example to construct behavior structure model of green consumption by setting environmental self-accountability as a predictor of green consumption behavior and impression management and product attributes as the regulated variables. The results show that environmental self-accountability has positive impact on green consumption behavior. Green consumption tendency plays a role as intermediary. With the higher degree of consumer impression management, the positive impacts of environmental self-accountability to green consumption tendency will become stronger, otherwise weaker. The more the consumers recognize the hedonic attributes of products, the stronger the positive impacts of environmental self-accountability on green consumption tendency will be stronger, otherwise weaker. The conclusions also provide specific suggestions for the government and enterprises to find the right incentive to stimulate green consumption.