The effects of hedonic, gain, and normative motives on sustainable consumption: Multiple mediating evidence from China

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  • Yanmei Tang
    Department of Early Childhood Education Nanjing Xiaozhuang University Nanjing China
  • Shuangzhou Chen
    Department of Social Work and Social Administration The University of Hong Kong Hong Kong, China
  • Zongjin Yuan
    Department of Early Childhood Education Nanjing Xiaozhuang University Nanjing China

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<jats:title>Abstract</jats:title><jats:p>This study used goal‐framing theory to test the impacts of hedonic, gain, and normative goals on green consumer behavior (GCB). Moreover, we explored the potential multiple mediation effects of perceived risk and lifestyle between goal frames and GCB. The participants were 2,340 Jiangsu residents in China. Structure equation modeling was used to examine the hypothesized association between the variables. The results revealed that hedonic and normative goals had significant impacts on GCB, whereas gain goal had no significant influence on GCB. Perceived risk had a significant negative effect on GCB. Lifestyle had a significant positive impact on GCB. In addition, perceived risk and lifestyle mediated the relationship between hedonic goal and GCB and normative goal and GCB, respectively. The current research helps gain a better understanding of the relationship and multiple mediating mechanisms between hedonic goal, gain goal, normative goal, perceived risk, lifestyle, and GCB in the field of sustainable development. Implications and recommendations for future research are discussed.</jats:p>

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