The influence of information privacy concern on individuals' green consumption

Abstract

The current thesis investigates the influence of information privacy concerns on green consumption behaviors. I propose that concerns about personal data elevate individuals' sense of being monitored even without a social presence, which further promotes green behaviors. Studies 1 and 2 use different manipulations to test the main effect in an online and field setting. Study 3 validates the underlying mechanism of the feeling of being monitored. Studies 4 and 5 explore two moderators. The proposed main effect will be attenuated when a person views themselves as a low environmental identity person (study 4). The proposed effect will also be attenuated when information privacy assurance is guaranteed (study 5).