Green entrepreneurial offerings increasingly enter digital markets, yet their environmental benefits do not necessarily translate into consumer acceptance. For green entrepreneurs, a key challenge is therefore how consumer-generated information reinforces—or conflicts with—the value propositions of their offerings. Using a 2 × 2 online experiment with 788 Chinese consumers, this study examines how egoistic versus altruistic review–product matching affects green purchase intention. The results show that matched review–product combinations significantly increase both green perceived value and purchase intention. Green perceived value partially mediates this effect, while green self-efficacy strengthens the indirect pathway from matching to purchase intention. Specifically, the indirect effect is not significant at low green self-efficacy but becomes significant at moderate and high levels. These findings demonstrate that the market acceptance of green offerings depends not simply on whether online reviews emphasize egoistic or altruistic benefits, but on whether consumer-generated information aligns with the product’s underlying value proposition. The study contributes to green entrepreneurship and digital-market research by identifying motivational congruence as a mechanism through which consumer-generated information can facilitate the market acceptance of green entrepreneurial offerings.
No takes yet. Share an insight, caveat, or question.
Li et al. (2026) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: