The Effects of Self-Construal on Propensity for Green Product Consumption: The Roles of Disengagement-Reengagement Tendency and Consideration of Future Consequences

The purpose of this research is to apply self-construal theory to explain consumers’ propensity for green consumption. A series of studies show that interdependent (vs. independent) consumers are more likely to purchase green products and that this effect is mediated by differences in disengagement-reengagement tendency associated with the two self-construals. In addition, I show that the mediation effect of disengagement-reengagement tendency is moderated by consideration of future consequences.