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This research aims to understand the relationships between consumers' environmental values and their green consumption behavior.

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

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This research aims to understand the relationships between consumers' environmental values and their green consumption behavior.
Utilized survey data from Chinese consumers
Employed structural equation modeling for analysis
Focused on the mediating role of green consumption consciousness
Altruistic and ecological values positively influence green consumption behavior
Egoistic values show no significant effect
Increased environmental values enhance knowledge and awareness of environmental issues, promoting green behaviors

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Study explores how environmental values shape green consumption behavior in China, suggesting improved awareness enhances sustainability.

Zhang et al. (2026) studied this question.

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