The impact of pro-environmental preference on consumers' perceived well-being: The mediating role of self-determination need satisfaction

Abstract

This study uses a conceptual research model to explore the mediating role of need satisfaction for competence, relatedness, and autonomy in the relationship between pro-environmental preference (PEP) and consumers' perceived well-being (PWB). The data were collected on WJX (a Chinese online recruitment platform) from a sample of 514 respondents and analyzed using Smart PLS 3. The results indicated that two need satisfactions (competence and autonomy) fully mediate the relationship between PEP and consumers' PWB. However, surprisingly, relatedness need satisfaction has no mediation effect in the relationship between PEP and consumers' PWB. The results demonstrate the pivotal role of self-determination theory in explaining the primary psychological needs that must be met for consumers to perceive heightened states of well-being. Moreover, the results can signify to policymakers how to translate the impact of PEP into consumers' PWB.