The unexpected effect of frugality on green purchase intention

Hong Wang, Baolong Ma, Rubing Bai*, Lin Zhang

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    41 Citations (Scopus)

    Abstract

    Frugality is frequently associated with sustainable consumer behavior which contributes to a growing resource saving. In this study, we challenge the prevailing view. Compared to the positive effects of frugality, little work has focused on its negative effects. Thus, this study presents a research model which explores whether and how frugality influence green purchase intention. With data collected from 369 participants, the results report that frugality has a negative effect on green purchase intention. It is significantly mediated by motivation to save. In addition, green concern negatively moderates the relationship between frugality and purchase intention, and that between motivation to save and purchase intention. The study provides a deeper understanding of frugality, and develops an avenue to promote sustainable consumption.

    Original languageEnglish
    Article number102385
    JournalJournal of Retailing and Consumer Services
    Volume59
    DOIs
    Publication statusPublished - Mar 2021

    Keywords

    • Frugality
    • Green concern
    • Green purchase intention
    • Saving

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    Wang, H., Ma, B., Bai, R., & Zhang, L. (2021). The unexpected effect of frugality on green purchase intention. Journal of Retailing and Consumer Services, 59, Article 102385. https://doi.org/10.1016/j.jretconser.2020.102385