Though reportedly aware, the importance of sustainability is not reflected in consumers' consumption behavior. Existing research excludes both the concept of mindset as a driver for sustainable consumption and the diminishing effect of stress on this relationship. We close this gap by examining how a growth mindset indirectly affects consumers' sustainable purchase decisions, mediated by the preference for sustainable products, and the influence of technostress in an experimental online shopping scenario. Results based on 121 participants show a positive indirect effect of growth mindset on consumers' sustainable product choice, mediated by their general preference for sustainable products, while technostress has a negative moderating effect on the relationship between preference for and choice of sustainable products. Our study contributes to the ecommerce and consumer psychology literature and extends research by showing how external influences disrupt the purchase decision of consumers who are usually inclined towards purchasing sustainable products under non-invasive conditions.
Firms deploy humanised entities such as mascots or avatars in many ways. These entities have multiple purposes, including brand representation, brand message transfer, or online customer assistance. Prior research on the deployment of humanised entities has provided insight into the impact of the design of such entities. However, the existing research has primarily focused on obvious dimensions of design, such as avatar type or perceived attractiveness. Research in the field of social psychology has indicated that peripheral bodily features have a significant influence on human interactions. Multiple empirical studies have provided evidence that facial features of men, especially the ratio of facial width to facial height, influence how these men are evaluated and treated in social interactions. Those male facial features significantly relate to prenatal male testosterone levels, which are, in turn, a decisive factor in male behaviour. Men with higher testosterone levels tend to demonstrate more aggressive and dominant behaviour than those with lower levels of testosterone. Consequently, through evolutionary learning processes, men with wider faces have come to be perceived as more aggressive and more dominant than men with narrower faces. In contrast, men with narrower faces have come to be perceived as more trustworthy and warmer than men with wider faces.
Technostress represents a high risk for e-commerce operators as consumers perceiving technostress are likely to leave online stores without making a purchase. However, research on technostress mechanisms in ecommerce is scarce. Conducting an online betweensubjects experiment, we aim to address these research gaps by providing insights on when technostress arises in an e-commerce context, which coping strategies consumers apply when perceiving technostress and how this affects their behavior: We empirically investigate which technology-induced stressors create technostress in an online store and how they affect purchase intention. Our moderated mediation analysis based on 160 respondents reveals a negative indirect effect of technostress on consumers' purchasing intention, mediated by consumers' perception of website quality, website trust, and choice of coping strategy. Thereby, we contribute to technostress, coping and e-commerce literature and extend research by presenting empirically validated technology-induced stressors together with insights into the mechanism of a transactional technostress-model in the context of e-commerce.
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