Subjective age and sustainable consumption: a double-edged sword effect study

Purpose This study aims to explore the double-edged sword effect of subjective age on sustainable consumption by incorporating the moderating mechanism of sense of power, thereby explaining the conflicting views in the existing literature. Design/methodology/approach Based on the conditional sampling method, three two-factor between-subjects experiments were conducted with effective sample sizes of 97, 303 and 312. Findings Subjective age can influence sustainable consumption both negatively through susceptibility to informational influence and positively through pro-social motivation, and a sense of power is a crucial moderator of differential bilateral outcomes. Originality/value This study identifies the key factors that lead to conflicting views in the existing literature and explains the specific reasons, as well as deepens the research on the pathways of influence. In addition, it expands the application of the social identity theory and the socioemotional selectivity theory.