How to overcome informational conformity consumer behavior when faced with threats of death is a social problem in response to COVID-19. This research is based on the terror management theory, the need to belong theory and the materialism theory. It uses a theoretical model to determine the relationships between threats of death and informational conformity consumer behavior. From 1453 samples collected during outbreak of COVID-19 in China, we used a structural equation model to test multiple research hypotheses. The result shows that threats of death are positively associated with a need to belong, materialism and informational conformity consumer behavior. The need to belong and materialism can play a mediating role between threats of death and information conformity consumption behavior, and perceived social support can play a moderating role between threats of death and information conformity consumption behavior.

Based on the theory of consumer values, this study aimed to examine the relationship between green consumption values and pro-environmental consumption intention by establishing a “value-motivation-intention” model and to check the moderation effect of green involvement. In total, 741 shoppers were recruited. Data analyses showed that (a) green consumption values positively influenced pro-environmental consumption intention; (b) the behavioral approach system positively influenced pro-environmental consumption intention, but the behavioral inhibition system did not; (c) the behavioral approach system positively mediated the relationship between green consumption values and pro-environmental consumption intention; and (d) green involvement positively moderated the relationship between green consumption values and pro-environmental consumption intention.

This study uses a conceptual research model to explore the mediating role of need satisfaction for competence, relatedness, and autonomy in the relationship between pro-environmental preference (PEP) and consumers’ perceived well-being (PWB). The data were collected on WJX (a Chinese online recruitment platform) from a sample of 514 respondents and analyzed using Smart PLS 3. The results indicated that two need satisfactions (competence and autonomy) fully mediate the relationship between PEP and consumers’ PWB. However, surprisingly, relatedness need satisfaction has no mediation effect in the relationship between PEP and consumers’ PWB. The results demonstrate the pivotal role of self-determination theory in explaining the primary psychological needs that must be met for consumers to perceive heightened states of well-being. Moreover, the results can signify to policymakers how to translate the impact of PEP into consumers’ PWB.

This study explores the external stimulus and internal psychological characteristics that influence green advertising’s effectiveness while considering the interactive effect of message framing and environmental attitudes and the mediating role of process fluency. The results showed that if a consumer has a strong environmental attitude, gain-framed green advertising more significantly impacts their attitudes toward green advertising and products and their pro-environmental behavior intentions than loss-framed advertising. Conversely, if the consumer has a weak environmental attitude, loss-framed green advertising more significantly impacts their attitudes toward green advertising and products than gain-framed messaging but does not affect their pro-environmental behavior. Additionally, it was found that process fluency mediates the interactive effect of message framing and environmental attitudes on the effectiveness of green advertising.