The effect of COVID-19 risk perception on pro-environmental behavior of Chinese consumers: Perspectives from affective event theory

Abstract

IntroductionCOVID-19 has altered human cognition and changed the cultural values of society. However, there has not been much debate among scholars about whether these above changes have led to an increase in pro-environmental behavior (PEB) of Chinese consumers.MethodsA comprehensive model was developed based on affective event theory. An online questionnaire was distributed, and 501 usable questionnaires were collected. In addition, two complementary approaches were employed: partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA).ResultsThe PLS-SEM results showed that COVID-19 risk perception, nostalgia, the awe of nature, and attitude were found to have a positive effect on PEB; and the moderating effect of power distance belief (PD) between nostalgia (NO), attitude (AT) and PEB was confirmed. According to the NCA results, AT and NO are necessary conditions for the PEB of consumers.DiscussionThis study provides deeper insight into the understanding of consumers’ pro-environmental behavior in the context of COVID-19 through the combined use of PLS-SEM and NCA.

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“…Initially, to assess collinearity, the variance inflation factors (VIFs)for all predictive constructs in the structural model were examined. As depicted in Table 5,all VIF values were between 1.0 and 1.341,which is substantially below the cut-off value of 3,establishing that collinearity did not pose an issue in the model (Jie et al, 2022;Xu et al, 2019;Zhou, 2022;.Following this, bootstrapping, utilizing 5000subsamples,was conducted to evaluate the hypothesis significance (Tahlyan et al, 2022). The results indicated that the majority of the paths reached statistical significance at the 0.05 level, thus validating most of the proposed hypotheses.…”

Consumers’ Purchase Intention toward Electric Vehicles from the Perspective of Perceived Green Value: An Empirical Survey from China

“…Initially, to assess collinearity, the variance inflation factors (VIFs) for all predictive constructs in the structural model were examined. As depicted in Table 6, all VIF values were between 1.0 and 1.341, which is substantially below the cut-off value of 3, establishing that collinearity did not pose an issue in the model [116][117][118][119]. Following this, bootstrapping, utilizing 5000 subsamples, was conducted to evaluate the hypothesis significance [125].…”

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