친환경 과시성이 친환경 자기 효능감과 구매의도에 미치는 영향: 소비자 비관주의의 조절효과 = The Impact of Green Conspicuousness on Green Self-Efficacy and Purchase Intention: The Moderating Role of Consumer Pessimism

다국어 초록 (Multilingual Abstract)

As environmental concerns intensify, understanding the psychological and demographic factors shaping sustainable consumption has become increasingly important. This study examines how green conspicuousness—consumers’ tendency to signal eco-friendly behavior—influences green self-efficacy and green purchase intention. It further investigates whether consumer pessimism and gender serve as moderators in these relationships.
Survey data were collected from 263 U.S.-based adults using Amazon Mechanical Turk. Moderated mediation analysis was conducted with the PROCESS macro in SPSS (Model 4 and Model 1) to test the hypothesized relationships between green conspicuousness, self-efficacy, purchase intention, consumer pessimism, and gender.
Results show that green conspicuousness enhances both self-efficacy and eco-friendly purchase intention, with self-efficacy partially mediating this effect. Consumer pessimism amplified the influence of green conspicuousness on self-efficacy, while gender moderated the relationship, with stronger effects among men. These findings highlight the roles of social signaling and self-belief in sustainable consumption, suggesting that traits like pessimism—often seen as barriers—can instead act as motivators. The study contributes to the literature on green behavior and offers practical insights for designing segmented marketing strategies tailored to personality traits and gender differences.