Understanding green purchase behavior through death anxiety and individual social responsibility: Mastery as a moderator

Anni Rahimah, Shadab Khalil, Julian Ming Sung Cheng, Mai Dong Tran, Vinod Panwar

Research output: Contribution to journalArticlepeer-review

29 Scopus citations

Abstract

This research proposes a framework to explore green consumption behavior from the perspective of the anxiety of death and individual social responsibility. Research data are collected from a sample of 280 consumers in Taipei, Taiwan. The findings reveal that consumers' anxiety of death affects consumers' green purchase attitude and then ultimately green purchase intention through the mediating variables of environmental concern and pro-environmental behavior. On a similar line, individual social responsibility is found to act as a precursor in increasing consumer's concern for the environment and, eventually, green purchase attitude and intention. Mastery is found to invigorate the effect of death anxiety on green concern and pro-environmental behavior, while it enervates the relationship between individual social responsibility and environmental concern.

Original languageEnglish
Pages (from-to)477-490
Number of pages14
JournalJournal of Consumer Behaviour
Volume17
Issue number5
DOIs
StatePublished - 1 Sep 2018

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