The Impact of Self-Quantification on Consumers’ Participation in Green Consumption Activities and Behavioral Decision-Making

Looking at the contradiction between the prevalence of self-quantification and unclear applicable boundaries, the objective of this study is to examine the internal mechanism of how self-quantification influences consumers’ participation and behavioral decision-making in green consumption activities. Based on the goal setting theory, a series of research hypotheses were proposed. Four experiments were designed and performed in different situations with different subjects. Through the analysis of variance and bootstrap testing, the experimental data were analyzed and processed. The results show that, under specific goals, consumers with low self-quantification participate more in promotional activities and less in defensive activities. In promotional green consumption activities, self-quantification enables consumers with (without) goal requirements to reduce (enhance) their participation performance, and choose high-intensity promotional activity categories less (more) with better (worse) participation experience. In defensive green consumption activities, self-quantification enables consumers with (without) goal limitations to enhance (reduce) participation performance and choose high-intensity defensive categories more (less) with better (worse) participation experience. The conclusions can provide enlightenment for enterprises to guide consumers to participate in green consumption activities.