Impact of environmental and health consciousness on ecological consumption intention: The moderating effects of haze and self‐competence

• Published date: 01 December 2021
• Author: Zhang Hao,Qi Chenyue
• Date: 01 December 2021
• DOI: http://doi.org/10.1111/joca.12356

SPECIAL ISSUE

Impact of environmental and health

consciousness on ecological consumption

intention: The moderating effects of haze

and self-competence

Zhang Hao | Qi Chenyue

Department of Marketing, Northeastern

University, Shenyang, China

Correspondence

Zhang Hao, Northeastern University,

Shenyang, China.

Email: zhanghao0908@yahoo.com

Funding information

National Nature Science Foundation of

China, Grant/Award Number: 71672027

Abstract

This study is an investigation of how environmental con-

sciousness and health consciousness influence con-

sumers' ecological purchase intentions regarding eco-

friendly products (pollution-reduction behavior) and self-

protective products (pollution-avoidance behavior). Data

collected in a between-subject experiment indicate that

environmental and health consciousness influence eco-

logical purchase intentions. Moreover, haze pollution

moderates these effects. On hazy days, environmental

consciousness motivates ecological intentions; on clear

days, health consciousness motivates ecological purchase

intentions. In addition, perceived self-competence mod-

erates the impacts of environmental consciousness and

health consciousness on purchase intentions. Consumers

with high self-competence are only influenced by envi-

ronmental consciousness. Health consciousness has the

strongest effects on consumers who have low self-compe-

tence. Implications for policymakers and managers are

discussed.

KEYWORDS

environmental consciousness, haze pollution, health

consciousness

Received: 11 October 2019 Revised: 13 October 2020 Accepted: 21 December 2020

DOI: 10.1111/joca.12356

Copyright 2021 by The American Council on Consumer Interests

1292 J Consum Aff. 2021;55:1292–1305.wileyonlinelibrary.com/journal/joca