Consumer Rationality in Purchasing Green Product: Profit-motive vs Social-Acceptance

Abstract

This study investigates consumer rationality in green product purchases from two perspectives:
profit-motive and social-acceptance, using the Stimulus-Organism-Response (SOR) framework
and Focus Group Discussion methods. Findings show that profit-motive rationality is shaped by
economic experiences like cost savings and government incentives, while social-acceptance is
driven by peer influence and the desire for recognition. Theoretical triangulation reveals that high investment products (e.g., EVs, solar panels) align with Rational Choice Theory, whereas lifestyle
products (e.g., reusable bottles) align with Social Identity Theory. The study concludes that green
purchasing behavior results from the interplay of economic and social stimuli, highlighting the
need for integrated marketing strategies that combine financial appeal with social identity cues to
promote sustainable consumption.