Abstract
In order to effectively promoting green consumption, this paper constructs a theoretical model from the perspective of double-entry mental accounting to study the impact of perceived value and consumption sensitivity on green consumption intention. Conducting a large-scale empirical study, we analyzed the influence of perceived value on green consumption intention, tested the mediating effect of double-entry mental accounting, and explored the moderating effect of consumption sensitivity on perceived value and green consumption intention. The results indicate that perceived benefits are significantly positively correlated with green consumption intention, and perceived sacrifices are significantly negatively correlated with green consumption intention. In addition, perceived benefits have a greater impact on green consumption intention than perceived sacrifices. Double-entry mental accounting plays a significant mediating role on the path from perceived value to green consumption intention. Compared with the mediating effect of the coefficient of pleasure attenuation and the coefficient of pain buffering, the mediating effect of coefficient of pleasure attenuation is stronger and the mediating path is more important. This study concludes that individuals with lower consumption sensitivity are more willing to buy green products. When consumption sensitivity is lower, the negative correlation between perceived sacrifices and green consumption intention is stronger. Finally, corresponding policies are proposed based on the results of this study.
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Data availability
The datasets used or analyzed during the current study are available from the corresponding author on reasonable request.
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Funding
This work was financially supported by the project of National Natural Science Fund of China (grant numbers 72074211, 71603257, 71874188, 71904187, and 71603255), the Major Project of National Social Science Foundation of China (grant number 19ZDA107), the Major Project of Philosophy and Social Science Research in Colleges and Universities in Jiangsu Province (grant number 2018SJZDA008), the Think Tank of Energy Mining Economy 2018 Project for Cultural Evolution and Creation of CUMT (grant number 2018WHCC01), the project of General Financial Grant from the China Postdoctoral Science Foundation (grant number 2016M601920), the Fundamental Research Funds for the Central Universities (grant number 2015QNA17), and the Major Project of National Social Science Foundation of China (grant numbers 18AZD014 and 16ZDA056).
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Guiding in the experiment and revising the manuscript: Ting Yue
Conducting the experiment and writing the original draft: Junli Liu
Project administration: Ruyin Long
Supervision: Hong Chen
Assisting in the experiment: Qianwen Li
Data collection: Haiwen Liu
Review and editing the manuscript: Yu Gu
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Yue, T., Liu, J., Long, R. et al. Effects of perceived value on green consumption intention based on double-entry mental accounting: taking energy-efficient appliance purchase as an example. Environ Sci Pollut Res 28, 7236–7248 (2021). https://doi.org/10.1007/s11356-020-11027-0
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DOI: https://doi.org/10.1007/s11356-020-11027-0