Based on the normative focus theory,the researchers explored the influence of different social norms on green purchase intention and its internal psychological transmission mechanism from the perspective of consumers'emotions through situational experiments and questionnaires,and further analyzed the boundary influ-ence of consumers'green involvement.The results shows that social norms have a significant role in promoting con-sumers'green purchase intention,but there is no significant difference in the impact of different types of social norms on green purchase intention.Furthermore,anticipated guilt plays an intermediary role in the influence path of social norms on green purchase intention;green involvement moderates the impact of social norms on anticipated guilt.
关键词
社会规范/绿色购买意愿/预期内疚/绿色涉入度
Key words
social norm/green purchase intention/anticipated guilt/green involvement
维普
万方数据