Research on Consumers' Motivation to Buy Green Products Based on Meta-Analysis

Consumers' awareness of green development is an essential factor affecting consumers' purchase of green products, and their psychological motivations in terms of health, environment, price, and norms are closely related to and directional to their green purchasing behavior. Nevertheless, there is a lack of consensus among academics on the relative importance of these motivational factors in determining green buying behavior. Further clarifying the overall effect values of each motivational factor can provide a frequent reference for an in-depth understanding of consumers' green purchasing behavior. Therefore, 8 pre-dependent variables and 3 regulatory variables that affect consumers' green purchasing behavior are selected in this paper, and 132 independent effect values in 63 research papers are included for meta-analysis. The study results show a significant positive correlation between consumers' green purchasing behavior and eight motivational factors, such as health, environment, price, and norms. This association is susceptible to regulatory elements, including product categories and the level of national economic development. In addition, the effect of motivation variables on actual purchasing behavior appears weaker than on purchase intent, suggesting that interventions should focus on translating consumers' good purchasing intentions into actual purchasing behavior. At the same time, government policies and marketing strategies can guide consumers to make more responsible consumption choices by intervening in their psychological motivations