不同类型可持续消费行为对消费者幸福感的影响机理研究OA北大核心CHSSCDCSSCICSTPCD

Investigating the impact of sustainable consumption behavior on consumer well-being causes a prominent and pressing concern among scholars.However,there is a scarcity of studies that comprehensively analyze the impact of different types of sustainable consumption behaviors on consumer well-being.Moreover,sustainable consumption often raises additional costs for consumers,and they need to make trade-offs between self-sacrifice and environmental benefits.In this case,sustainable consumption may not necessarily enhance consumer well-being. Grounded in self-determination theory,this paper examines the impact of normative and self-enhancing sustainable consumption behaviors on consumer well-being.Additionally,it tests the mechanisms underlying need satisfaction and delves into the role played by consumers'self-construction types within this context.This paper draws the following conclusions.First,normative and self-enhancing sustainable consumption behaviors have positive effects on consumer well-being.Second,need satisfaction plays a mediating role in the relationship between sustainable consumption behaviors and consumer well-being.Third,the type of self-construction can moderate the relationship between sustainable consumption behaviors and need satisfaction. The possible contributions are as follows.On the one hand,this paper explores the impact of sustainable consumption behaviors on consumer well-being from a new perspective,enriching the antecedent research.On the other hand,it points out the role of need satisfaction in the impact of sustainable consumption on consumer well-being.This provides a deeper understanding of the motivation and inner feelings of consumers'sustainable consumption behaviors and expands the application of self-determination theory.Moreover,it introduces self-construction as the moderating variable,exploring the boundary conditions of consumers'self-construction types in the impact of sustainable consumption behaviors on consumer well-being. The research findings provide valuable insights for enterprises engaged in sustainable marketing practices.First,there is an opportunity to underscore the win-win relationship between sustainable consumption behaviors and consumer well-being in marketing endeavors.Second,effective consumer insight is essential,involving targeted promotional efforts tailored to different types(normative and self-enhancing)of sustainable consumption behaviors to activate diverse consumer self-construction.Third,enterprises should pay attention to consumers'fundamental psychological needs to address and activate their internal motivations,ultimately enhancing their overall well-being.