The impact of subjective social class on green consumption: the moderating role of status symbols

Although green consumption behavior is essentially pro-social behavior, some studies indicate a higher tendency for green consumption in individuals of a higher social status, while individuals of lower social status exhibit a lower inclination. Therefore, this study aims to validate the green consumption tendencies of individuals from different social strata and explore the moderating role of identity symbolization. Confirming previous findings, we found that individuals of a higher social status are more willing to purchase green products than those of lower social status. Additionally, the choice of green products by individuals of lower social status is moderated by product symbolization. This study's findings unveil the underlying mechanisms of green product selection among individuals of lower social status and provide insights for green product marketing.