Exploring the impact of a dualistic model of harmony on sustainable consumption behavior: the mediating role of ethical evaluation

Abstract

Due to consumers’ sustainable consumption behaviors are influenced by different cultural and individual values. However, few research examines the influence of interpersonal harmony values in collective culture on sustainable consumption behaviors, especially combined with moral and ethical research. Referring to Values-Beliefs-Behavior Theory, this paper aims to construct a theoretical model to explore the impact of a dualistic model of harmony on sustainable consumption behavior. Meanwhile, the aims of this study is to explore the mediating effect of ethical evaluation on the relationship of different interpersonal harmony orientations on sustainable consumption behavior. The sample were selected the consumers who had lived in Chinese urban areas for at least the past six months and had experience using sustainable brands. A total of 800 online questionnaires were distributed and496 valid responses were recovered. The results reveal that two difference types of interpersonal harmony values positively influence sustainable consumption behavior, but the mediating role of ethical evaluation differs significantly between them. Specifically, harmony enhancement can activate consumers’ intrinsic moral beliefs, leading to sustainable consumption behavior. However, the intrinsic moral beliefs of consumers with disintegration avoidance are not directly activated, but they may still engage in sustainable consumption through other means. The findings of this study provide insights into how perceptions of interpersonal harmony values can transform into sustainable consumption behavior. Our research provides managers with advice, considering how to guide consumers to increase their harmony culture value and civic moral awareness in sustainable consumption.