Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption
该研究基于多巴胺奖励假说，通过五项实验证明身体活动/锻炼（包括规律性和即时性）能促进消费者的可持续消费行为，且情绪智力在其中起中介作用，可持续性声明则调节情绪智力对消费行为的影响。
Abstract What would make the “elusive” green consumer actually choose sustainable products? This research draws from “dopamine hypothesis of reward” to demonstrate that physical activity/exercise (regular and immediate) is a vital factor in determining consumers' sustainable behaviors. More specifically, it examines the role of physical activity/exercise on sustainable consumption behaviors as well as the role of emotional intelligence and sustainability claims. Five studies were conducted to test the hypothesized relationships. The findings from Study 1a and 1b establish direct causal link between physical activity/exercise and customers' sustainable consumption behaviors. Studies 2a and 2b show that emotional intelligence (trait‐based and ability‐based) may explain the effect of physical activity/exercise (regular and immediate) on sustainable consumption behaviors. Finally, the findings from Study 3 demonstrate that sustainability claims moderate the effect of emotional intelligence on sustainable consumption behaviors. These findings offer significant implications for retailers and marketers to use physical activity/exercise as a strategic intervention to positively influence consumers' evaluation and behaviors toward sustainable products.