Effect of Green Consumption Value on Consumption Intention in a Pro-Environmental Setting: The Mediating Role of Approach and Avoidance Motivation
Based on the theory of consumer values, this study aimed to examine the relationship between green consumption values and pro-environmental consumption intention by establishing a “value-motivation-intention” model and to check the moderation effect of green involvement. In total, 741 shoppers were...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2020-01-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/2158244020902074 |