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| The Impacts of Social Norms to Socially Responsible Consumer Behavior in China |
| LONG Xiaofeng，TIAN Zhilong，HOU Jundong |
| 1.Huazhong University of Science and Technology, Wuhan, China; 2. China University of Geosciences, Wuhan, China |
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Abstract This paper investigates the impacts of social norms to socially responsible consumer behavior in China. We find that ① normative rationality influences purchase intention through two different paths: “internalization mode” (i.e. norm perception-normative identification-normative behavior intention-purchase intention) and “pressure mode” (i.e. norm perception-normative behavior intention-purchase intention). ② Consumers’ self-responsibility attribution poses a positive impact on norm identification. ③ Consumers’ self-responsibility attribution has a positive moderating effect on the relationship between norm identification and normative behavior intention.
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Received: 30 May 2015
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2016, Vol. 13 
