Abstract:

This research examines the interaction effect of moral identity and construal level on consumers’ green consumption. The results reveal that 1) construal level moderates the relationship between moral identity and consumer’s green consumption, specifically, when consumers are induced a high construal level, moral identity has no effect on consumers’ green consumption, while, when consumers are induced a low construal level, moral identity has a positive effect on consumers’ green consumption; 2) the interaction of moral identity and construal level on green consumption is mediated by environmental protection self-accountability. This research enriches the literature about green consumption’s influences, and has some implications on how governments and corporations guide consumers’ green consumption.

Key words: Moral Identity, Construal Level, Self-Accountability, Green Consumption