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.
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