Understanding Green Consumer Behavior from the Perspective of Group Empathy—The Moderating Effect of Self-Other Overlap
There is often a gap between consumer attitude and behavior in green consumer behavior.Considering the special consumer group and social network characteristics of Generation Z consumers,this study builds a process model of the impact of consumer environ-mental concerns on green consumption behavior based on the theory of empathy,and explores the moderating driving effect of self-other overlap.The results show that environmental concern has a significant positive impact on green consumption behavior,and empathy plays a mediating role between environmental concern and green consumption behavior.In addition,in the context of group social interaction,self-other overlap plays a moderating role between environmental concern and group empathy,and improving consumers'self-other over-lap can significantly improve consumers'green consumption intentions.
green consumptiongroup empathyself-other overlapgeneration Z
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