The influence mechanism of self-transcendence on green consumption: The chain-mediating effect of construction of meaning in life and connectedness.

ABSTRACT

A transition to a more sustainable society is occurring worldwide and necessitates a change in people's ways of consuming. Self-transcendence (ST) is recognized as a key predictor of green consumption. Thus, a multiple intermediary model was developed to clarify the psychological mechanisms underlying ST and its influence on consumption. The model was tested using data from a nationally representative sample of 428 Chinese participants. The results show that ST's overall positive effect on green consumption is realized via four indirect paths (1) the simple mediating role of nature connectedness between ST and green consumption, (2) the simple mediating role of social connectedness between ST and green consumption; (3) the chain-mediating role of construction of meaning in life (CoMIL) and nature connectedness, and (4) the chain-mediating role of CoMIL and social connectedness. Among these paths, nature connectedness plays the most critical mediating role for the Chinese, accounting for the greatest proportion of the total indirect effect. The study advances understanding of the influence and path of ST on green consumption, and provides theoretical and practical support for guiding people toward sustainable lifestyles.