The Influence Of Environmental Self-accountability And Time Distance On Green Purchase Behavior

Objective: since the new century,the consumption of goods and services around the world has increased sharply,resulting in the depletion of natural resources and serious damage to the environment,so it is of great significance to advocate green consumption.Green consumption shows a "time-reference effect",that is,consumers are more inclined to buy green products in the future.In recent years,some researchers have found that environmental protection and self-responsibility play an important role in green purchasing behavior.Based on this,this study aims to investigate the impact of environmental protection self-responsibility on green purchasing behavior at different time distances,and to explore environmental protection self-responsibility at two different time distances: recent purchase(one week later)and long-term purchase(one year later)The differences between the start-up group and the control group's purchase behavior of green products,the role of environmental protection,and the underlying neural mechanism.Methods: Experiment 1,after starting the environmental self-accountability of the participants,let the participants participate in the decision-making scenario of purchasing green products.Experiment 2 is basically the same as Experiment 1,the difference is that after the participants participate in the decision-making scenario of purchasing green products,they measure their self-efficacy and expected emotions.Experiment 3 used ERP technology.After starting the environmental self-responsibility of the subjects,they were required to make shopping decision tasks and record EEG data.Results:(1)Environmental self-accountability affects green purchasing behavior.Participants in the environmental self-accountability start-up group made more green purchasing behavior choices than control group participants;(2)After starting the environmental self-accountability of the subjects,they were Try to make more green purchasing behavior choices in a short time distance;(3)Environmental self-accountability promotes the individual ‘s green purchasing behavior in the near-term time distance through the anticipated pride generated by purchasing green products;(4)Environmental self-accountability helps resolve conflicts.Conclusion: The results of this study confirm that environmental self-accountability plays an important role in promoting green purchasing behavior.This boosting effect is played by the anticipated pride generated by the purchase of green products,which provides ways to promote consumer green purchasing behavior.As a guide,in marketing practices,it is possible to improve consumers ‘environmental self-accountability by promoting the urgency of environmental issues and allowing consumers to recall behaviors that have been harmful to the environment recently,thereby enhancing green purchasing behavior.