Purpose

This research aims to examine how consumer minimalism (CM), self-conscious feelings (such as consumer guilt (CG) and consumer pride (CP)) and the inclination to use rental services interact. It also looks at how attitudes toward pro-environmental advertisements affect these relationships as a moderator, recognizing the importance of pro-environmental advertising in influencing consumer behavior.

Design/methodology/approach

This study employed a quantitative methodology to investigate the aforementioned associations. Survey questionnaires are used to collect data, which is then analyzed using AMOS 25 and Process Macro to generate meaningful insights.

Findings

The findings indicate that the willingness to use rental services is directly associated with CM, while self-conscious emotions (SCEs) play the role of a mediator in this relationship.

Research limitations/implications

It is essential to recognize the limitations of this study. There may be other variables at play, but the research focuses on SCEs (CG and CP) and their role as mediators. The findings must be interpreted based on the selected research methodology and sample size. Future research could investigate additional variables and enlarge the sample size to increase generalizability.

Practical implications

Targeted marketing can leverage CM, SCEs and willingness to use rental services. Recognizing the moderating effect of attitude toward pro-environmental advertisements can help create more effective campaigns promoting environmental behavior.

Originality/value

Underpinned by SCEs, the current study is one of the initial studies to explain how CM encourages responsible environmental behavior through access-based consumption models.

中文翻译：

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探索消费者极简主义与租赁行为之间的自我意识情绪的作用

目的

本研究旨在探讨消费者极简主义 (CM)、自我意识感受（例如消费者内疚 (CG) 和消费者自豪感 (CP)）以及使用租赁服务的倾向如何相互作用。它还研究了对环保广告的态度如何作为调节者影响这些关系，认识到环保广告在影响消费者行为方面的重要性。

设计/方法论/途径

本研究采用定量方法来调查上述关联。调查问卷用于收集数据，然后使用 AMOS 25 和 Process Macro 进行分析，以生成有意义的见解。

发现

研究结果表明，使用租赁服务的意愿与 CM 直接相关，而自我意识情绪 (SCE) 在这种关系中起着中介作用。

研究局限性/影响

认识到这项研究的局限性非常重要。可能还有其他变量在起作用，但研究重点是 SCE（CG 和 CP）及其作为中介的作用。必须根据所选的研究方法和样本量来解释研究结果。未来的研究可以调查其他变量并扩大样本量以提高普遍性。

实际影响

有针对性的营销可以利用 CM、SCE 和使用租赁服务的意愿。认识到对环保广告的态度的调节作用可以帮助创建更有效的宣传环保行为的活动。

原创性/价值

在 SCE 的支持下，当前的研究是解释 CM 如何通过基于获取的消费模式鼓励负责任的环境行为的初步研究之一。