Does social exclusion lead to a decrease in green consumption? The roles of loss of control and unwillingness to sacrifice

Abstract

Purpose

Unprecedented environmental crises threaten the world, and most environmental problems are closely associated with human behaviour. At the same time, social exclusion and loneliness occur widely, influencing consumers' product preferences and choices. Hence, this study aimed to explore the impact of social exclusion on green consumption and its underlying mechanisms.

Design/methodology/approach

The paper opted for an empirical study with different research designs and green consumption measures. This pilot study investigated the relationship between social exclusion and green consumption by examining the frequency of green consumption behaviours in the past. Study 1 established a causal link between these two variables by manipulating social exclusion in a controlled experiment and assessed green product preferences. Study 2 further generalised the results of the secondary data analysis from the World Values Survey (WVS).

Findings

Overall, the research study provides convergent evidence that chronically or transiently excluded consumers are less likely to implement green consumption than their counterparts who do not feel socially excluded; this effect is partially mediated by a reduced sense of control and willingness to sacrifice for society after social exclusion.

Originality/value

Based on social exclusion theory and considering the unique characteristics of green consumption, this study enriches research in the fields of social exclusion and green consumption, revealing the negative effect of social exclusion on green consumption and the dual mediators in this relationship.

Citation

Wang, J. and Liu, Z. (2023), "Does social exclusion lead to a decrease in green consumption? The roles of loss of control and unwillingness to sacrifice", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 5, pp. 1288-1309. https://doi.org/10.1108/APJML-03-2022-0248