Nature Leads to More Rational Consumption: The Impact of Nature Contact on Indulgent Consumption Tendency
1.Party School of Yunnan Committee of CPC, Kunming 650111, China; 2. Department of Psychology and Behavioral Sciences, Zhejiang University，Hangzhou 310007, China; 3. Party School of Zhejiang Committee of CPC, Hangzhou 311121, China
Abstract：Urban expansion has distanced people from nature, concentrating consumer behavior within stimulus-rich urban environments that amplify desires, thereby intensifying the demand for irrational consumption. Through three studies employing secondary data and scenario-based experiments, we demonstrate that nature contact, compared to urban contact, significantly reduces individuals' tendency toward indulgent consumption. This effect is mediated by heightened future orientation and perceived control. Furthermore, circadian rhythm acts as a moderator: exposure to nature in the morning, relative to the evening, attenuates the negative impact of nature contact on indulgent consumption tendency. These findings enrich and extend the application of Attention Restoration Theory and Stress Recovery Theory within the domain of consumer behavior.
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