Social norms are important social factors that affect individual behavioral change. Using social norms to promote green consumption is receiving increasing attention. However, due to the different formation processes and mechanisms of the behavioral influence of the different types of social norms, using social norms to promote green consumption often has social norm conflict situations. Thus, it is difficult to attain the maximum utility of social norms. The present research found that social norm conflict weakens the role of injunctive norms (...) in promoting green consumption. Specifically, negative descriptive norms weaken the role of injunctive norms in promoting green consumption. Alienation, which manifests through powerlessness and meaninglessness, plays a mediating role in the relationship between social norm conflict and green consumption. Self-affirmation moderates the mediating role of alienation between social norm conflicts and green consumption. Self-affirmation reduces the alienation caused by social norm conflict, thereby alleviating the weakening effect of social norm conflict on green consumption. (shrink)

Although environmental issues have attracted public attention, there are still many people unwilling to make behavioral changes to solve the problem, which makes promoting pro-environmental behavior become an interesting research topic. This study discusses the influence of air quality on the pro-environmental behavior of Chinese residents from the perspective of spatial distance, providing a theoretical basis and practical application for improving pro-environmental behavior. Through three experiments, this study reveals that air pollution within the local spatial distance could make residents more (...) willing to conduct pro-environmental behavior. In addition, we also find that air pollution within local spatial distance would stimulate residents’ environmental affection and promote them to conduct pro-environmental behavior. That is, environmental affection plays a mediating role in the interactive effect of air quality and spatial distance on pro-environmental behavior. (shrink)