Exploring the mechanisms of different social norms influencing green consumption attitude and behavior

Purpose Green consumption is conducive to global sustainable development. This study aims to explore how social norms (i.e. descriptive norms and injunctive norms) impact green consumption attitude and behavior. It examines the mediating role of impression management and the moderating role of self-construal. Design/methodology/approach We conduct two online experiments to collect data. A total of 1,070 Chinese consumers participate in Study 1. Study 2 involves 541 Chinese consumers. Findings The results show that descriptive norms and injunctive norms stimulate consumers’ impression management, which then promotes green consumption attitude and behavior. When an individual is more predisposed to interdependent self-construal, descriptive norms are more effective in activating impression management and then affecting green consumption attitude and behavior. Originality/value Social norms are an effective intervention measure for green consumption. Its influence process is complex. However, previous studies mainly identified the mediating role of personal norms. Other mediating mechanisms and boundary conditions are still unclear. This study identifies the mediating role of impression management and the moderating role of self-construal. It sheds new light on how social norms impact green consumption.