With the increasingly crowded shopping environment, social crowding has become an important factor that affects consumers’ psychology and behavior. However, the impact of social crowding on consumers’ preference for green products hasn’t been focused on. Therefore, the aim of this paper is to empirically investigate the influence of social crowding on consumers’ preference for green products. With four studies, the present research examines how social crowding influences consumers’ preferences and uncovers the underlying psychological mechanism. The research shows that consumers prefer green products more under the condition of high social crowding than low, and safety needs mediate the impact of social crowding on green products preference. However, the impact of social crowding on the preference for products is only significant in green products. It also demonstrates the moderating effect of introversion-extraversion personality traits between social crowding and green products preference. For extraverted consumers, social crowding won’t affect their preference for green products, while for introverted consumers, social crowding is more likely to increase their preference for green products. This study contributes to marketing research by proposing and testing a new mechanism that underlies social crowding.

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As the pace of modern life accelerates, social exclusion occurs more and more frequently in interpersonal interactions. The type of social exclusion can lead to different psychological needs of individuals, and, thus, affects the tendency of word-of-mouth (WOM) recommendation. There are three experiments in this research. Experiment 1 explores the influence of social exclusion types on the willingness of WOM recommendation. The result shows that being rejected increases individuals' willingness to WOM recommendations while being ignored decreases individuals' willingness. Experiment 2 explores the internal psychological mechanism of the influence of social exclusion types on WOM recommendation behavior and proves the mediating role of psychological needs (affiliative-focused needs; power/provocation need). In experiment 3, the moderating effect of product attributes (scarcity/popularity) on the main effect is analyzed. This research is the first to explore the influence of social exclusion types on individuals' willingness to WOM recommendations, which enriches the research on social exclusion in the field of WOM recommendations.