Study on the multiple consumption motives of Chinese household green purchase:The double moderating effects of family life cycle and social status
LIU Rong
DING Zhihua
LI Lulong
Abstract：Family is an important practice unit of green consumption transformation and upgrading.Taking Chinese urban families as samples,based on the goal framing theory,this study explored the effects of normative motivation,hedonic motivation and gain motivation on household green purchasing behavior.Through path analysis of family life cycle and social status,we revealed the influence boundary of consumption motivations and their different effects among families.Empirical research shows that three consumption motivations in the goal framing theory have significant differential effects on household green purchasing behavior.First,normative motivation and hedonic motivation promoted household green purchasing behavior,while gain motivation played an inhibitory role.Second,family life cycle moderated the influence of three consumption motivations on household green purchasing behavior significantly.Specifically,normative motivation influence household green purchasing behavior more in Newlywed and Full nest Ⅱ family.Hedonic motivation has greater influence in Empty nestⅠfamily.And the effect of gain motivation is stronger in Single,Full nestⅠ,and Empty nestⅡfamily.Last,the results also showed that social status not only affected household green purchasing behavior directly,but also weakened the effect of family life cycle on the paths of consumption motivations.In light of these findings,this paper put forth differentiated green purchase promotion strategies for family units,offering novel insights for relevant departments seeking to advance green consumption at the family level.
Keywords：goal framing theoryconsumption motivationfamily life cyclesocial statushousehold green purchasing behavior
Publication Date：2025-12-28
Online Publishing Date：2026-01-30(First online date of this platform, not the publication date of the document)
Pages：10( 15-24 )