The Impact of Egoistic Motivations on Green Purchasing Behavior: The Mediating Roles of Symbolic and Functional Benefits in China

Abstract

Addressing the pressing global challenge of environmental sustainability, this study investigates novel pathways through which egoistic motivations—specifically personal health benefits, economic advantages, and perceived social status—influence green purchasing behavior among Chinese consumers. Employing an integrated approach that combines the theory of planned behavior (TPB) and self-identity theory (SIT), the research analyzes data from 361 Chinese consumers using advanced statistical techniques, including structural equation modeling (SEM). The findings reveal unique insights: personal health benefits and economic advantages emerge as significant drivers of green purchasing behavior, while perceived social status exerts an indirect effect through symbolic benefits. This study breaks new ground by demonstrating the dual mediating role of symbolic and functional benefits in linking egoistic motivations to green purchasing behavior. The results underscore the importance of developing marketing strategies that highlight personal health and economic savings, complemented by symbolic benefits, to effectively promote green products. Policymakers are encouraged to incorporate these nuanced motivations when designing incentives and regulations to enhance sustainable consumption practices.