The effectiveness of social norms in promoting biofuel consumption behavior: The mediating role of Trust

Abstract

Faced with the threat of current environmental problems, the approach of using social norms is considered as one of the effective methods in promoting consumers’ environmental protection behaviorincluding green product consumptionbehavior. Many research evidences have shown conflicting results about the approach’s effectiveness. The mechanism of social norms’ influence on consumer behavior is still unclear. For the purpose of clarifying the method’s effectiveness, the authors have built a research model using Trust as the mediating role on the influence of social norms to green product consumption behavior and apply it to the research of consumers’ biofuel consumption behavior. The analysis results show that social norms have both a direct impact on the intention to buy green products and an indirect impact through consumers' Trustin the Government's management efficiency. Besides, Trust have a simultaneous impact on the consumers’ intention as well as buying behavior in reality. Through the research results, the authors make policy recommendations in promoting the acceptance of green products to protect the environment, ensuring sustainable development for future generations.