Nature-love and sustainable consumption behaviors: does the construal level of psychological distance matter?

Purpose Despite the importance of emotional variables in shaping individuals' consumption behavior, nature-love still needs to be addressed concerning various aspects of sustainable consumption behavior (SCB). Considering the dimensions of nature-love, this study aims to investigate the effect of passion-for-nature, intimacy-with-nature and commitment-to-nature on SCB. Furthermore, this study aims to incorporate the construal levels of psychological distance (PD) as a moderating variable between the tested variables to add a more in-depth understanding. Design/methodology/approach Data was collected from a sample of 311 individuals from Egypt using the snowball sampling method and the ten-time rule technique. The data was analyzed using partial least squares-structural equation modeling (PLS-SEM). Findings The findings indicate that passion-for-nature and intimacy-with-nature have a significant positive effect on green purchasing, reusability and recycling. On the other hand, commitment-to-nature has a significant positive effect on both green purchasing and reusability. Additionally, a high PD acts as a moderator between the relationships tested. The findings have been discussed in terms of their theoretical and practical implications. Originality/value To the best of the authors’ knowledge, this is the first study to integrate PD as a moderator between the relationships tested. Additionally, this paper is the first empirical research investigating these relationships in developing economies.