Cargando…

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

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 te...

Descripción completa

Detalles Bibliográficos
Autores principales: Yang, Xianchuan, Kittikowit, Santhaya, Noparumpa, Tim, Jiang, Jiayun, Chen, Shih-Chih
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8823626/
https://www.ncbi.nlm.nih.gov/pubmed/35145461
http://dx.doi.org/10.3389/fpsyg.2021.803710
_version_ 1784646843074871296
author Yang, Xianchuan
Kittikowit, Santhaya
Noparumpa, Tim
Jiang, Jiayun
Chen, Shih-Chih
author_facet Yang, Xianchuan
Kittikowit, Santhaya
Noparumpa, Tim
Jiang, Jiayun
Chen, Shih-Chih
author_sort Yang, Xianchuan
collection PubMed
description 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.
format Online
Article
Text
id pubmed-8823626
institution National Center for Biotechnology Information
language English
publishDate 2022
publisher Frontiers Media S.A.
record_format MEDLINE/PubMed
spelling pubmed-88236262022-02-09 Moderated Mediation Mechanism to Determine the Effect of Gender Heterogeneity on Green Purchasing Intention: From the Perspective of Residents’ Values Yang, Xianchuan Kittikowit, Santhaya Noparumpa, Tim Jiang, Jiayun Chen, Shih-Chih Front Psychol Psychology 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. Frontiers Media S.A. 2022-01-25 /pmc/articles/PMC8823626/ /pubmed/35145461 http://dx.doi.org/10.3389/fpsyg.2021.803710 Text en Copyright © 2022 Yang, Kittikowit, Noparumpa, Jiang and Chen. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Yang, Xianchuan
Kittikowit, Santhaya
Noparumpa, Tim
Jiang, Jiayun
Chen, Shih-Chih
Moderated Mediation Mechanism to Determine the Effect of Gender Heterogeneity on Green Purchasing Intention: From the Perspective of Residents’ Values
title Moderated Mediation Mechanism to Determine the Effect of Gender Heterogeneity on Green Purchasing Intention: From the Perspective of Residents’ Values
title_full Moderated Mediation Mechanism to Determine the Effect of Gender Heterogeneity on Green Purchasing Intention: From the Perspective of Residents’ Values
title_fullStr Moderated Mediation Mechanism to Determine the Effect of Gender Heterogeneity on Green Purchasing Intention: From the Perspective of Residents’ Values
title_full_unstemmed Moderated Mediation Mechanism to Determine the Effect of Gender Heterogeneity on Green Purchasing Intention: From the Perspective of Residents’ Values
title_short Moderated Mediation Mechanism to Determine the Effect of Gender Heterogeneity on Green Purchasing Intention: From the Perspective of Residents’ Values
title_sort moderated mediation mechanism to determine the effect of gender heterogeneity on green purchasing intention: from the perspective of residents’ values
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8823626/
https://www.ncbi.nlm.nih.gov/pubmed/35145461
http://dx.doi.org/10.3389/fpsyg.2021.803710
work_keys_str_mv AT yangxianchuan moderatedmediationmechanismtodeterminetheeffectofgenderheterogeneityongreenpurchasingintentionfromtheperspectiveofresidentsvalues
AT kittikowitsanthaya moderatedmediationmechanismtodeterminetheeffectofgenderheterogeneityongreenpurchasingintentionfromtheperspectiveofresidentsvalues
AT noparumpatim moderatedmediationmechanismtodeterminetheeffectofgenderheterogeneityongreenpurchasingintentionfromtheperspectiveofresidentsvalues
AT jiangjiayun moderatedmediationmechanismtodeterminetheeffectofgenderheterogeneityongreenpurchasingintentionfromtheperspectiveofresidentsvalues
AT chenshihchih moderatedmediationmechanismtodeterminetheeffectofgenderheterogeneityongreenpurchasingintentionfromtheperspectiveofresidentsvalues