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Furthermore, most are connected to luxury good consumption while ecological consumption is ignored.
Ecological consumption consequently generated considerable interest from the Chinese government and scholars as a way to address current pollution problems.
In addition to research on measurement tools, research on the effect of face on ecological consumption is also insufficient.
By selecting a better measurement scale as a result of study 2, we expect that the connation between face and ecological consumption will be more understandable.
Nevertheless, most existing research concentrates on luxury goods consumption (e.g. Bearden and Etzel 1982; Wong and Ahuvia 1998; Zhang 2012) instead of ecological consumption.
Thus, if one is seeking to understand the underlying mechanism between face and ecological consumption, an important first step is to locate a more scientific and precise scale.
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Little research concentrates on the effect of different dimensions of face on consumer behavior, let alone variant effects on ecological product consumption.
Prosocial behavior, such as ecological product consumption, enables consumers to express social responsibility and personal concern for the environment (Connolly and Prothero 2003), thereby improving the evaluation for their own reputation (Milinski et al. 2002).
We have confirmed the ecological relationship between consumption and harm; alcohol-related mortality rates are generally higher in regions with higher per adult consumption.
Fig. 4 Ecological analysis between consumption of all analgesics with single analgesics in the years 1986, 1990 , 1995 2000, 2005 considering the countries Switzerland, Germany (West), France, USA, Canada, Belgium, Austria, Sweden and und Australia (data for 1995 in USA not available).
Fig. 5 Ecological analysis between consumption of all analgesics with caffeine-containing multiple analgesic combinations in the years 1986, 1990 , 1995 2000, 2005 considering the countries Switzerland, Germany (West), France, USA, Canada, Belgium, Austria, Sweden and und Australia (data for 1995 in USA not available).
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