异化
心理学
社会心理学
社会异化
消费(社会学)
困境
自我耗竭
社会冲突
亲社会行为
社会困境
规范(哲学)
自我控制
自我肯定
绿色消费
社会规范方法
计划行为理论
适度
社会比较理论
社会学
政治学
感知
经济
认识论
神经科学
凯恩斯经济学
法学
哲学
购买力
政治
社会科学
作者
Wanda Ge,Guanghua Sheng,Hongli Zhang
标识
DOI:10.3389/fpsyg.2020.566571
摘要
Social norms are important social factors that affect individual behavioral change. Using social norms to promote green consumption is receiving increasing attention. However, due to the different formation processes and mechanisms of the behavioral influence of the different types of social norms, using social norms to promote green consumption often has social norm conflict situations (injunctive norms + negative descriptive norms). Thus, it is difficult to attain the maximum utility of social norms. The present research found that social norm conflict weakens the role of injunctive norms in promoting green consumption. Specifically, negative descriptive norms weaken the role of injunctive norms in promoting green consumption. Alienation, which manifests through powerlessness and meaninglessness, plays a mediating role in the relationship between social norm conflict and green consumption. Self-affirmation moderates the mediating role of alienation between social norm conflicts and green consumption. Self-affirmation reduces the alienation caused by social norm conflict, thereby alleviating the weakening effect of social norm conflict on green consumption.
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