The Effects of Chinese Consumers’ Environmental Values on Green Consumption Consciousness and Green Consumption Behavior

In recent years, environmental issues have escalated alongside China's rapid economic growth, underscoring the need for sustainable consumption and active consumer involvement in environmental protection. This study explores the structural relationships among environmental values, green consumption consciousness, and green consumption behavior among Chinese consumers. Utilizing survey data from Chinese consumers and employing structural equation modeling, the study investigates how various types of environmental values impact green consumption consciousness and behavior, with a specific focus on the mediating role of green consumption consciousness. The findings reveal that altruistic and ecological values positively influence green consumption behavior, while egoistic values have no significant effect. Furthermore, environmental values significantly enhance green knowledge and awareness of environmental problems, which subsequently promote green consumption behavior. These results emphasize the critical role of consumers' environmental values and awareness in promoting sustainable consumption. They also suggest that enhancing green knowledge and awareness of environmental issues may be vital for encouraging pro-environmental behavior in China.