This study applies functional theories of attitudes to suggest how distinct needs of the private, public, and collective facets of self may differently guide green consumer behavior in the pursuit of value-expressive, social-approval, and social-identification needs and how this may have implications for whether interest in purchasing eco-friendly products leads to action or stops short at desire. In particular, it examines how advertising manipulated to increase the relative salience of these needs alters how they each relate to purchase intention and willingness to pay for an eco-friendly product. The findings revealed that when the product was positioned as aiding in the expression of environmental concern, value-expressive needs motivated greater purchase intention and willingness to pay; however, when the product was positioned as aiding in self-enhancement, social-approval needs motivated greater purchase intention but not willingness to pay. Conversely, when the product was positioned as aiding in identification, social-identification needs did not motivate either outcome. This provides evidence that targeting more internalized sources of motivation (i.e., environmental concern) is an effective strategy for increasing both desire and action, whereas targeting less internalized sources of motivation (i.e., self-enhancement needs) may increase desire but is not sufficient to overcome the higher cost of eco-friendly products as a barrier to actual purchase. This study has important implications for identifying best practices for the development of social marketing, activist, and advertising campaigns that will more effectively promote environmental action at the checkout line.

中文翻译：

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结算行的环保行动：绿色消费者行为的功能性方法

这项研究运用态度的功能理论，提出了私人，公共和集体自我方面的独特需求如何在追求价值表达，社会认可和社会认同的需求方面，以不同的方式引导绿色消费者的行为，以及这可能如何对购买环保产品的兴趣会导致行动还是出于渴望而停止都会产生影响。特别是，它研究了如何操纵广告来增加这些需求的相对重要性，以改变它们与购买意愿和购买环保产品的意愿之间的关系。调查结果表明，当产品被定位为有助于表达对环境的关注时，表达价值的需求会激发更大的购买意愿和支付意愿。然而，当产品定位为自我增强的辅助工具时，社会认可的需求会激发更大的购买意愿，而不是支付意愿。相反，当产品被定位为帮助识别时，社会识别需求并不会激发这两种结果。这提供了证据，针对更多的内在动力源（即，对环境的关注）是增加欲望和行动的有效策略，而针对较少的内在动力源（即，自我增强的需求）可能会增加欲望，但不足以克服了环保产品的较高成本，成为实际购买的障碍。这项研究对于确定社交营销发展的最佳实践，维权人士，