The Influence of High–Low Power on Green Consumption: The Moderating Effect of Impression Management Motivation

The importance of sustainable development has reached a consensus. Green consumption, as the final link of consumer behavior, can help green production activities make a real difference and achieve sustainable development. Based on the Agentic–Communal Model, this paper explores the relationship between power and green consumption through three experiments. The results showed that low-power (vs. high-power) consumers, who are more dependent on...