Abstract

Building on optimal distinctiveness theory, this research examines the effects of social class on green consumption. Across six studies, we find a curvilinear effect of social class on green consumption, with the middle class having greater propensity for green consumption compared to the lower and upper classes. This effect can be explained by tension between need for assimilation (NFA) and need for differentiation (NFD) that varies among the three social classes in establishing their optimally distinctive identities. The lower class has a dominant NFA, the upper class has a dominant NFD, and the middle class has dual motivation for assimilation and differentiation. Concomitantly, green consumption has the dual function of assimilation and differentiation. The middle class perceives green consumption as simultaneously assimilating and differentiating, which satisfies their dual motivation and enhances their propensity for green consumption. By contrast, the lower class perceives the differentiation function of green consumption as contradicting their dominant NFA, and the upper class perceives the assimilation function as contradicting their dominant NFD, which lower both their propensities for green consumption. Furthermore, these effects are moderated by consumers’ power distance belief. These novel findings have significant theoretical and practical implications on building a more sustainable society.

中文翻译：

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同化与差异化：社会阶层对绿色消费的曲线效应

摘要

本研究建立在最佳独特性理论的基础上，研究了社会阶层对绿色消费的影响。在六项研究中，我们发现社会阶层对绿色消费的曲线影响，与中下阶层相比，中产阶级对绿色消费的倾向更大。这种影响可以用同化需求（NFA）与分化需求（NFD）之间的张力来解释，这在建立最佳识别身份时这三个社会阶层之间会有所不同。下层阶级占主导地位的NFA，上层阶级具有主导地位的NFD，中层阶级具有同化和分化的双重动机。同时，绿色消费具有同化和分化的双重功能。中产阶级将绿色消费视为同化和差异化，这满足了他们的双重动机并增强了他们的绿色消费倾向。相比之下，下层阶级认为绿色消费的分化功能与其主要的NFA相矛盾，而上层阶级则认为同化功能与其主要的NFA相矛盾，这降低了他们的绿色消费倾向。此外，消费者的动力距离信念减轻了这些影响。这些新颖的发现对建设更可持续的社会具有重要的理论和实践意义。下层阶级认为绿色消费的分化功能与其主要的NFA相矛盾，而上层阶级认为同化功能与其主要的NFA相矛盾，这降低了他们的绿色消费倾向。此外，消费者的动力距离信念减轻了这些影响。这些新颖的发现对建设更可持续的社会具有重要的理论和实践意义。下层阶级认为绿色消费的分化功能与其主要的NFA相矛盾，而上层阶级认为同化功能与其主要的NFA相矛盾，这降低了他们的绿色消费倾向。此外，消费者的动力距离信念减轻了这些影响。这些新颖的发现对建设更可持续的社会具有重要的理论和实践意义。