The Impacts of Self-Quantification on Consumers’ Green Behavioral Autonomy and Sustained Willingness from a Social Network Perspective

With the deep integration of network information technology and social platforms, the quantified data sharing of consumers’ green behaviors is reshaping the participation logic of individual and group green consumption. Using a pilot experiment and two scenario-based experiments, this study investigates how self-quantification influences consumers’ green behavioral autonomy and sustained willingness under different contextual conditions from a community network perspective. The results indicate that, in promoting goal-oriented green consumption, self-quantification significantly reduces consumers’ green behavioral autonomy by enhancing group identity but does not influence their sustained participation willingness. However, consumers under egoistic goal appeals demonstrate higher behavioral autonomy and sustained participation willingness compared to those under altruistic goal appeals. In defensive goal-oriented green consumption, self-quantification effectively enhances consumers’ green behavioral autonomy by weakening group identity and positively promotes their sustained participation willingness. Nevertheless, consumers under egoistic goal appeals outperform those under altruistic goal appeals in both behavioral autonomy and sustained willingness. This study makes three key contributions: it extends the application boundaries of self-quantification theory, reveals the differential effect mechanisms of self-quantification in community environments, and provides new theoretical perspectives and practical guidance for the sustainable development of green consumption.