The Impact of Online Environmental Platform Services on Users’ Green Consumption Behaviors
Abstract
:1. Introduction
2. Theoretical Basis and Hypotheses
2.1. Theoretical Basis
2.2. Hypotheses
2.2.1. The Relationship between Online Environmental Platform Services and Users’ Green Consumption Behavior
2.2.2. The Mediating Role of Environmental Attitude
2.2.3. The Moderating Effect of Price Sensitivity
3. Methods
3.1. Variable Measurement
3.2. Sample and Data Collection
4. Results
4.1. Reliability and Validity
4.1.1. Reliability
4.1.2. Validity
4.2. Common Method Bias Test
4.3. Descriptive Statistics and Correlation Coefficients
4.4. Regression Results
4.4.1. The Test of the Direct Impact of Online Environmental Platform Services
4.4.2. The Test of the Mediating Effect of Environmental Attitude
4.4.3. The Test of the Moderating Effect of Price Sensitivity
4.5. Robustness Test
5. Discussions and Implications
5.1. Discussions
5.2. Implications
5.2.1. Theoretical Implications
5.2.2. Practical Implications
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
Variable Name | Abbreviation |
---|---|
Gender | GD |
Age | AG |
Monthly Consumption Expenditure | MCE |
Online Environmental Platform Services | OEPS |
Environmental Attitude | EA |
Price Sensitivity | PS |
Green Consumption Behavior | GCB |
Variable | Item | Source |
---|---|---|
Online Environmental Platform Service | OEPS1: The online environmental platform has complete functions to meet my green environmental needs | Mathwick et al., 2001 [51] |
OEPS2: The online environmental platform can provide a carrier for my green environmental protection behaviors | ||
OEPS3: The online environmental platform provides me with many interesting functions, special activities and friend interaction, which bring me a lot of happiness | ||
OEPS4: The online environmental platform provides me with opportunities for game participation and human–computer interaction, which give me a higher sense of experience | ||
OEPS5: The online environmental platform provides such functions as achievement presentation, certificate award and so on, which also help me create a friendly image of the environment | ||
OEPS6: The activities and services provided by the online environmental platform have a good social image, which also help my participation win good social recognition | ||
Environmental Attitude | EA1: I pay much attention to the problem of environmental pollution and shortage of resources | Dunlap and Liere, 2008 [52] |
EA2: It isn’t necessary for public to save resources and protect the environment * | ||
EA3: Saving resources and protecting the environment are very meaningful for social development | ||
EA4: People’s work and life do not make the environmental problems worse * | ||
EA5: Waste of resources and environmental pollution are serious environmental problems we are facing | ||
EA6: If the current situation continues, we will soon face more serious environmental pollution and resource shortage | ||
Price Sensitivity | PS1: Price is the most important consideration when I choose to buy a product | Sinha and Batra, 1999 [53] |
PS2: I tend to buy the lowest-priced product when my needs are met | ||
PS3: Before making the purchasing decision, I need to collect a lot of information about the price of the product | ||
PS4: I think it’s worth to spend time and energy to find a low price | ||
Green Consumption Behaviors | GCB1: When the economy permits, I prefer to buy recyclable daily products and clothes with reasonable design and green material selection | Wu, 2015 [54] |
GCB2: I would actively purchase organic fruits and vegetables and develop healthy eating habits | ||
GCB3: In daily life, I would actively use energy saving appliances | ||
GCB4: I would actively travel by public transport |
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Variable | Category | Frequency | Percentage (%) |
---|---|---|---|
Gender | Man | 204 | 39.50% |
Woman | 313 | 60.50% | |
Age | 20 years old and below | 92 | 17.79% |
21 to 40 years old | 258 | 49.90% | |
41 to 60 years old | 108 | 20.89% | |
61 years old and above | 59 | 11.42% | |
Monthly Consumption Expenditure | ≤2000 CNY | 103 | 19.92% |
2001–4000 CNY | 226 | 43.71% | |
4001–6000 CNY | 125 | 24.18% | |
≥6001 CNY | 63 | 12.19% |
Variable | Items | Standard Factor Loadings | Cronbach’s α | AVE | CR |
---|---|---|---|---|---|
OEPS | OEPS1 | 0.787 | 0.962 | 0.6406 | 0.9144 |
OEPS2 | 0.826 | ||||
OEPS3 | 0.807 | ||||
OEPS4 | 0.813 | ||||
OEPS5 | 0.794 | ||||
OEPS6 | 0.774 | ||||
EA | EA1 | 0.772 | 0.900 | 0.5298 | 0.8709 |
EA2 | 0.689 | ||||
EA3 | 0.695 | ||||
EA4 | 0.758 | ||||
EA5 | 0.756 | ||||
EA6 | 0.692 | ||||
PS | PS1 | 0.627 | 0.867 | 0.5365 | 0.8211 |
PS2 | 0.708 | ||||
PS3 | 0.786 | ||||
PS4 | 0.796 | ||||
GCB | GCB1 | 0.752 | 0.914 | 0.5194 | 0.8114 |
GCB2 | 0.711 | ||||
GCB3 | 0.771 | ||||
GCB4 | 0.642 |
Item | OEPS | EA | PS | GCB |
---|---|---|---|---|
OEPS1 | 0.800 | −0.251 | 0.149 | 0.121 |
OEPS2 | 0.734 | −0.142 | 0.225 | 0.093 |
OEPS3 | 0.809 | −0.256 | 0.168 | 0.102 |
OEPS4 | 0.727 | −0.217 | 0.183 | 0.122 |
OEPS5 | 0.722 | −0.102 | 0.231 | 0.143 |
OEPS6 | 0.713 | −0.226 | 0.217 | 0.066 |
EA1 | 0.104 | 0.743 | −0.079 | 0.092 |
EA2 | 0.213 | 0.740 | −0.131 | 0.070 |
EA3 | 0.202 | 0.804 | −0.161 | 0.085 |
EA4 | 0.187 | 0.787 | −0.177 | 0.163 |
EA5 | 0.141 | 0.738 | −0.115 | 0.128 |
EA6 | 0.123 | 0.799 | −0.115 | 0.108 |
PS1 | 0.147 | 0.121 | 0.733 | 0.113 |
PS2 | 0.109 | 0.212 | 0.824 | −0.030 |
PS3 | 0.114 | 0.222 | 0.740 | −0.073 |
PS4 | 0.103 | 0.215 | 0.751 | −0.071 |
GCB1 | 0.109 | −0.006 | −0.167 | 0.801 |
GCB2 | 0.217 | −0.053 | −0.120 | 0.792 |
GCB3 | 0.214 | −0.017 | −0.138 | 0.776 |
GCB4 | 0.134 | 0.070 | −0.102 | 0.786 |
OEPS | EA | PS | GCB | |
---|---|---|---|---|
OEPS | 0.641 | |||
EA | 0.537 ** | 0.530 | ||
PS | 0.208 ** | 0.366 ** | 0.537 | |
GCB | 0.564 ** | 0.565 ** | 0.309 ** | 0.519 |
The Square Root of AVE | 0.800 | 0.728 | 0.732 | 0.721 |
Model | Factor | χ2 | df | χ2/df | RMSEA | CFI | IFI | TLI |
---|---|---|---|---|---|---|---|---|
Single-factor model | OEPS + EA + GCB + PS | 1771.840 | 170 | 10.423 | 0.135 | 0.674 | 0.675 | 0.636 |
Two-factor model | OEPS + EA + GCB, PS | 1162.377 | 169 | 6.878 | 0.107 | 0.798 | 0.799 | 0.773 |
Three-factor model | OEPS + EA, PS, GCB | 897.396 | 167 | 5.374 | 0.092 | 0.851 | 0.852 | 0.831 |
Four-factor model | OEPS, EA, PS, GCB | 363.752 | 164 | 2.218 | 0.049 | 0.959 | 0.960 | 0.953 |
Five-factor model | OEPS, EA, PS, GCB + method factor | 289.309 | 144 | 2.009 | 0.044 | 0.970 | 0.971 | 0.961 |
Variable | EA | GCB | ||||
---|---|---|---|---|---|---|
Model 1 | Model 2 | Model 3 | Model 4 | Model 5 | Model 6 | |
GD | 0.100 | 0.042 | −0.028 | 0.006 | −0.040 | −0.005 |
AG | −0.006 | −0.038 | −0.012 | −0.036 | −0.018 | −0.040 |
MCE | 0.001 | 0.014 | −0.015 | 0.000 | −0.018 | −0.001 |
OEPS | 0.543 *** | 0.569 *** | 0.370 *** | 0.357 *** | ||
EA | 0.568 *** | 0.368 *** | 0.469 *** | 0.293 *** | ||
PS | 0.139 *** | 0.129 *** | ||||
Interaction | −0.130 *** | −0.094 * | ||||
R2 | 0.299 | 0.321 | 0.320 | 0.416 | 0.347 | 0.434 |
ΔR2 | 0.294 | 0.316 | 0.315 | 0.410 | 0.339 | 0.426 |
F | 54.662 *** | 60.503 *** | 60.297 *** | 72.690 *** | 45.069 *** | 55.813 *** |
Path | Standard Effect Value | Standard Error | 95% Confidence Interval | |
---|---|---|---|---|
Lower Limit | Upper Limit | |||
OEPS → GCB | 0.3303 | 0.0362 | 0.2593 | 0.4013 |
OEPS → EA → GCB | 0.1784 | 0.0500 | 0.0931 | 0.2846 |
Effect | Coefficient | Standard Error | p Value | 95% Confidence Interval | |
---|---|---|---|---|---|
Lower Limit | Upper Limit | ||||
The moderating effect of PS on EA–GCB relationship | −0.1242 | 0.0376 | 0.0010 | −0.1980 | −0.0504 |
Different Levels of Price Sensitivity | Value | Effect | Boot SE | 95% Confidence Interval | |
---|---|---|---|---|---|
Lower Limit | Upper Limit | ||||
Low PS | 3.02 | 0.1720 | 0.0441 | 0.0963 | 0.2671 |
Medium PS | 3.84 | 0.1423 | 0.0447 | 0.0662 | 0.2387 |
High PS | 4.65 | 0.1125 | 0.0474 | 0.0299 | 0.2139 |
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Ma, Y.; Liu, C. The Impact of Online Environmental Platform Services on Users’ Green Consumption Behaviors. Int. J. Environ. Res. Public Health 2022, 19, 8009. https://doi.org/10.3390/ijerph19138009
Ma Y, Liu C. The Impact of Online Environmental Platform Services on Users’ Green Consumption Behaviors. International Journal of Environmental Research and Public Health. 2022; 19(13):8009. https://doi.org/10.3390/ijerph19138009
Chicago/Turabian StyleMa, Yuan, and Changshan Liu. 2022. "The Impact of Online Environmental Platform Services on Users’ Green Consumption Behaviors" International Journal of Environmental Research and Public Health 19, no. 13: 8009. https://doi.org/10.3390/ijerph19138009