Impact of ambivalent attitudes on green purchase intentions: The role of negative moods

While negative moods (e.g., anxiety and depression) deriving from environmental problems have become a common public concern, little is known about how consumers’ negative mood states affect their green purchase intentions, especially when consumers hold ambivalent attitudes toward buying green prod...

Full description

Saved in:
Bibliographic Details
Published in:International journal of consumer studies 2022-01, Vol.46 (1), p.182-199
Main Authors: Wang, Dahai, Weisstein, Fei L., Duan, Shen, Choi, Pilsik
Format: Article
Language:English
Subjects:
Ambivalence
ambivalent attitudes
Anxiety
anxious mood
Attitudes
Consumers
Decision making
depressed mood
Emotions
environmental concerns
Environmental degradation
green purchase intentions
Public interest
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:While negative moods (e.g., anxiety and depression) deriving from environmental problems have become a common public concern, little is known about how consumers’ negative mood states affect their green purchase intentions, especially when consumers hold ambivalent attitudes toward buying green products. This paper addresses these issues through four studies of Chinese consumers. Our findings demonstrate that highly ambivalent attitudes toward green products decrease green purchase intentions (Study 1). This negative effect is weakened when consumers are in a more (as opposed to less) anxious mood (Studies 2 and 3) but strengthened when consumers are in a more (as opposed to less) depressed mood (Study 4). Both effects are more prominent among low‐ambivalence consumers than high‐ambivalence consumers. This research shows that not all negative mood states have the same influence on consumers’ green purchase decision making.
ISSN:1470-6423
1470-6431
DOI:10.1111/ijcs.12663