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has been cited by the following article:

• TITLE: The Effect of Social Warmth on Green Consumption

  AUTHORS: Jialing Yang

  KEYWORDS: Social Warmth, Environmental Self-Responsibility, Resource Scarcity, Green Consumption

  JOURNAL NAME: American Journal of Industrial and Business Management, Vol.9 No.3, March 14, 2019

  ABSTRACT: With the increasing emphasis on resources and environmental issues, green consumption is becoming more and more important. Green consumption is affected by social factors. In the social context, there are more studies on social unfriendly aspects, such as social exclusion, but neglect socially friendly situations—social warmth. Therefore, this study will explore the mechanism of the impact of social warmth on green consumption. The conclusion of study is that social warmth has a significant impact on the willingness to purchase green products, and environmental self-responsibility plays a mediating role.