With the diversification of consumer values, a new form of product counterhedonism characterized by the pursuit of "pain" (e.g., extreme sports, challenging experiences) is on the rise. While prior research has largely focused on the impact of product hedonism on sustainable consumer behavior, it remains unclear how product counterhedonism fosters preferences for high social responsibility (HSR) products through underlying psychological mechanisms.


Drawing on regulatory focus theory, this study develops a moderated mediation model to examine the mediating role of positive self-evaluation in the relationship between product counterhedonism and HSR product preference, as well as the moderating effects of consumption risk level and consumption type. We employed a survey study and a 2 (consumption risk: high vs. low) × 2 (consumption type: experiential vs. material) between-subjects scenario experiment. The results reveal that:
(1)product counterhedonism significantly and positively predicts HSR product preference.
(2)Positive self-evaluation partially mediates this relationship.
(3)Consumption risk level moderates the first stage of the mediation, such that high-risk contexts strengthen the effect of product counterhedonism on positive self-evaluation.
(4)Consumption type moderates the second stage of the mediation, with experiential consumption (e.g., adventure travel) enhancing the impact of positive self-evaluation on HSR preference more than material consumption (e.g., purchasing high-end equipment).
This research uncovers the psychological mechanism through which product counterhedonism drives socially responsible choices via self-enhancement, while clarifying the boundary conditions of risk and consumption type. Theoretically, it extends the application of regulatory focus theory to non-traditional consumption contexts. Practically, it offers guidance for designing "growth-oriented" sustainable marketing strategies, such as leveraging high-risk experiential activities to strengthen consumers' self-identity and, in turn, promote HSR products.