Can Green Consumption Be "Learned"? A Study on the Impact of Reference Group Type on Green Consumption Intentions

Green consumption represents the fundamental driving force behind the development of an ecologically sustainable society. Consequently, the analysis of green consumption behavior patterns has attracted significant attention from scholars. Nevertheless, there is a paucity of research addressing the impact of reference group type on consumers' intentions to consume in an environmentally responsible way. Building on previous reports, this study presents the concept of individual perceived efficacy and examines distinctions among the impacts of three reference groups on consumers' intentions to consume green products: member, secondary, and aspirational groups. Findings from our experimental analysis demonstrate that the reference group type has a notable effect on consumers' green consumption intentions. Additionally, the green consumption behaviors of different reference groups positively influence consumers' green product consumption intentions by affecting individual perceived efficacy. Moreover, the size of the reference group exerts a moderating influence on the effect of reference group type on green consumption intentions. Specifically, a larger group size exerts a greater positive effect on green consumption intentions. This study advances the theoretical research framework of green consumption and offers insights for manufacturers to refine their marketing strategies for green products. Furthermore, it provides recommendations for environmental organizations and governmental bodies to enhance the promotion of green consumption.