文章基本信息

标题：A Study on Green Consumption from the Perspective of Social Comparison
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作者：Haiquan Chen ; Li Liu ; Ruoqing Zhang 等
期刊名称：Low Carbon Economy
印刷版ISSN：2158-7000
电子版ISSN：2158-7019
出版年度：2016
卷号：07
期号：03
页码：137-149
DOI：10.4236/lce.2016.73013
语种：English
出版社：Scientific Research Publishing
摘要：The study finds that green consumption is the tradeoff that consumers are forced to make between collective interests and personal interests. In reality, consumers think that green consumption is a kind of fashion, and they tend to use herd mentality to choose green consumption, or in order to show their uniqueness that are almost not affected by the influence of the negative features such as high price of green products. This paper explores the relationship between social comparison orientation and green consumption, and examines the mediating effects of in-group identification and the moderating effects of face consciousness, thereby building the conceptual model of this study.
关键词：Green Consumption;Social Comparison Orientation;Face Consciousness;In-Group Identification