The impact of situational factors on green consumption behavior with environmental responsibility as a mediating factor
Derun Hua
Hainan University/Sehan University
Giyoung Chung
Sehan University
DOI: https://doi.org/10.59429/bam.v8i1.13610
Keywords: situational factors; green consumption behavior; environmental responsibility; mediating effect
Abstract
Under the background of the "dual carbon" goals and sustainable development, exploring the situational and psychological mechanisms influencing residents' green consumption behavior is of significant practical importance. Based on situational theory and the perspective of responsibility ethics, this study constructs a research model in which situational factors serve as the independent variable, environmental responsibility as the mediating variable, and green consumption behavior as the dependent variable, and conducts empirical testing. Questionnaire survey data were collected from residents in multiple regions. The results show that situational factors have a significant positive effect on green consumption behavior; situational factors significantly enhance individuals' environmental responsibility; and environmental responsibility plays a partial mediating role between situational factors and green consumption behavior. The findings indicate that external situations do not directly translate into green consumption behavior, but rather influence consumption decisions by activating individuals' sense of environmental responsibility and prompting them to consider environmental consequences. These conclusions deepen the understanding of the formation mechanism of green consumption behavior and provide practical implications for promoting green consumption through situational design and responsibility activation.
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