The impact of resource type on green consumption: Is time or money more important?

Abstract: Time and money are two important resource types. Individuals’ green consumption behavior is inevitably affected by these two resources in cognitive thinking and decision-making. However, the underlying mechanism of how resource type affects green consumption is still unclear. The present study introduces time and money into the field of green consumption. On the one hand, based on construal level theory and human value, it reveals how time resources promote green consumption and how money resources decrease green consumption. On the other hand, from the perspective of individuals, enterprises, and products, it combines experiments to explore the boundary conditions of time and money affecting green consumption. It further introduces emotional response level, environmental self-responsibility, and product effectiveness perception as mediating factors to build a theoretical framework of the impact of resource type on green consumption. These studies not only explore the positive role of time and money resources in promoting green consumption, but also provide new ideas for companies to use resource type to guide green consumption.