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Web of Proceedings - Francis Academic Press

The impact of construal level on green consumption decision-making

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DOI: 10.25236/icetem.2019.107


Wang Jingjing , Jiang Tao, Hu Fengpei, Tao Xiangnan

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Wang Jingjing


With the rapid development of science and technology, the acceleration of industrialization, environmental pollution has become an issue that cannot be ignored by human beings. Excessive pursuit of economic interests, at the expense of the environment pollution, leads to the destruction of the atmosphere, carbon dioxide concentration rising, global warming, water shortages and other environmental problems. These problems have become increasingly prominent and seriously affected human production and life. This paper throw highlight on how the construal levels related to psychological distance influence green consumption, and uses the method of questionnaire and experiment to explore the influence of construal levels on consumers' green consumption decision-making, and further explores the influence mechanism of time orientation and moral perception green consumption decision-making.


Construal level, green consumption, decision-making time, orientation moral perception