The Influence of Social Crowding on Consumers' Preference for Green Products.

ABSTRACT: With the increasingly crowded shopping environment, social crowding has become an important factor that affects consumers' psychology and behavior. However, the impact of social crowding on consumers' preference for green products hasn't been focused on. Therefore, the aim of this paper is to empirically investigate the influence of social crowding on consumers' preference for green products. With four studies, the present research examines how social crowding influences consumers' preferences and uncovers the underlying psychological mechanism. The research shows that consumers prefer green products more under the condition of high social crowding than low, and safety needs mediate the impact of social crowding on green products preference. However, the impact of social crowding on the pr

SUBMITTER: Wenting F 

PROVIDER: S-EPMC9084316 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature