Influence of Awe on Green Consumption: The Mediating Effect of Psychological Ownership

The increasing demand for environmental protection has given rise to burgeoning research on green consumption. The present research adds to this expanding literature by investigating a novel predictor of consumer green consumption: awe. As a self-transcendent emotion, awe arises when people encounter perceptually vast stimuli that overwhelm their existing knowledge and mental structures, and, meanwhile, this also elicits a need for accommodation. This research proposes and demonstrates that, compared with happiness and a neutral affective state, experience of awe promotes green consumption via an enhanced psychological ownership of nature. Moreover, this research identifies a condition by showing that, while awe promotes green consumption when interdependent self-construal is activated, this effect diminishes when independent self-construal is activated.