Values in Action: Unveiling the Impact of Self-Transcendence and Self-Enhancement on Domestic Consumption Choices.
Behavioral sciences (Basel, Switzerland) March 4, 2024 Zerui Zhao, Lu Huang
Personal values influence intentions to buy domestic products in opposing ways. Self-transcendence values—benevolence and universalism—strengthen intentions by increasing awareness of consequences and ascription of responsibility, which in turn activate personal norms. Self-enhancement values—power and achievement—tend to weaken those intentions. The findings come from an analysis of data from the Chinese Social Survey (CSS2021) and a separate survey of 316 participants, using structural equation modeling and Dematel analysis. The study integrates the Norm-Activation Model to explain the mechanism through which values shape domestic-product consumption.