Based on cognitive dissonance theory and moral compensation theory,this study empirically ex-plores the mechanism of moral dissonance on green consumption intention when an individual expects to commit an immoral behavior(but does not commit the behavior),and adds gratitude trait as a moderating variable.The results show that the expected moral disorder will increase the willingness to spend green by triggering individual feelings of guilt.This process of action leads to the positive regulation of individual gratitude traits.This study not only enriches the theory of moral disorders,but also provides management enlightenment for enterprises to carry out green marketing.
关键词
预期道德失调/绿色购买意愿/内疚感/感恩特质行为
Key words
anticipatory moral dissonance/green purchase intention/guilt/gratitude
维普
万方数据