Social Exclusion and Green Consumption: A Costly Signaling Approach

This article is dedicated to examine the impact of social exclusion (i.e., being rejected, isolated, excluded or ignored by other individuals or groups in society) on consumers’ intention of green consumption. Based on Costly Signaling Theory, three experiments have been conducted to explore one main effect and the corresponding mechanism together with two boundary conditions. Specifically, the first study tests the main effect and internal mechanism by manipulating the state of social exclusion. The results show that social exclusion enhances consumers’ intention to buy green products and consumers’ desire for self-sacrifice mediates that relationship. Study 2 manipulates audience state to examine the first boundary condition. The findings show that the effect of social exclusion on green consumption exists only in public purchasing scenarios. Study 3 tests the second boundary condition by manipulating the stability of exclusion causes. The results indicate that the main effect is significant only when causes of exclusion are not stable. The final part discusses theoretical contributions and practical implications of this study in the field of both social exclusion and green consumption.