Consumer confidence and green purchase intention: An application of the stimulus-organism-response model

Environmental commentators have speculated, but not empirically validated, that consumers' positive (negative) evaluation of the economy will lead to more (less) green consumption. The purposes of this study were to (1) ascertain whether consumer confidence affects green consumption and (2) uncover the psychological mecha-nisms of this relationship, in a non-recession context. Drawing upon the stimulus-organism-response model, we developed a conceptual model, which we tested via mediation analysis, using data from a sample of Chinese consumers (n = 1,184). Results show that there is a positive relationship between consumer confidence and green purchase intention. Environmental and status consciousness partially mediates the positive relationship between consumer confidence and green purchase intention. We contribute to the literature on antecedents of green consumption by being the first to empirically establish the salience of consumer confidence in this domain. Investigating green purchase intention, which differs depending on consumer confidence level, has the potential to assist retailers in developing better marketing tactics. Our study also benefits economists and environmen-talists by helping them better understand how consumer confidence fluctuations play critical roles in addressing economic growth-driven major environmental challenges.

Automated summary

This study empirically establishes the positive relationship between consumer confidence and green purchase intention, offering insights into the mechanisms underlying this relationship. The study highlights the mediating role of environmental and status consciousness. The findings have implications for retailers in developing marketing tactics and shed light on the importance of consumer confidence in addressing environmental challenges.