The Impact of Green Information Disclosure on Green Consumption Intention: Evidence from New Energy Vehicle Consumers in China Based on the Theory of Planned Behavior

With the rising urgency of global environmental challenges, understanding the mechanisms behind green consumption has become increasingly vital. This study investigates how green product information disclosure influences consumers’ green consumption intention, focusing on new energy vehicle (NEV) consumers in China. Grounded in the Theory of Planned Behavior (TPB), the study introduces environmental concern as a mediator and brand reputation as a moderator to enhance the explanatory power of the model. A total of 527 valid questionnaires were collected on-site from NEV exhibitions in Beijing. Structural equation modeling and PROCESS macro analysis were employed to test the research hypotheses. The results indicate that environmental information disclosure significantly promotes green consumption intention, both directly and indirectly, through the mediating effects of green consumption attitude, subjective norms, and environmental concern. However, the direct effect of information communication channels was not statistically significant. Moreover, brand reputation positively moderates the relationship between environmental information disclosure and green consumption intention. These findings provide new theoretical insights by extending TPB with contextual and psychological variables and offer practical implications for NEV manufacturers and marketers. Specifically, companies are encouraged to prioritize transparent and credible environmental information disclosure, strengthen brand reputation, and consider consumers’ attitudes and social norms when designing green marketing strategies.