Influence of Haze-Fog on Consumers’ Desire for Money

Abstract

With the increase of haze-fog, it seriously affects the people’s quality of life. Most studies link haze-fog to diseases, environmental issues or governance and policy. However, the relationship between haze-fog and psychology and behavior remains relatively underexplored in the psychology literature. Drawing from regulatory focus theory, this paper explores how haze-fog influences individuals’ psychological states and behavior. Specifically, we design an experiment to examine how haze-fog influences consumers’ desire for money. Results indicate that haze-fog is negatively related to consumers’ desire for money (Msunny day = 3.79, Mmoderate pollution = 3.99, Msevere pollution = 5.49, F(2,105) = 10.67, p < 0.01), and the perception of defensive psychology mediates the relationship between haze-fog and consumers’ desire for money (95% CI [0.0102, 0.7597]). This paper shows that haze-fog does not only influence our life, but also our purchasing intentions. It reveals that when haze-fog is severe, it evokes consumers’ defensive psychology, and then it decreases consumers’ desire for money. Future research can focus on the other haze-fog related consumer psychology and explore haze-fog related marketing.