Perspective (graphical)

Sociology

Business

Keynesian economics

Sample (material)

Consumption (sociology)

Social science

Moderation

Psychiatry

Marketing

Political science

Social responsibility

Artificial intelligence

Psychology

Economics

Chemistry

Green consumption

Purchasing power

Death anxiety

Public relations

Computer science

Anxiety

Chromatography

Social psychology

Journal of Consumer Behaviour

This research proposes a framework to explore green consumption behavior from the perspective of the anxiety of death and individual social responsibility. Research data are collected from a sample of 280 consumers in Taipei, Taiwan. The findings reveal that consumers' anxiety of death affects consumers' green purchase attitude and then ultimately green purchase intention through the mediating variables of environmental concern and pro‐environmental behavior. On a similar line, individual social responsibility is found to act as a precursor in increasing consumer's concern for the environment and, eventually, green purchase attitude and intention. Mastery is found to invigorate the effect of death anxiety on green concern and pro‐environmental behavior, while it enervates the relationship between individual social responsibility and environmental concern.

Understanding green purchase behavior through death anxiety and individual social responsibility: Mastery as a moderator