Understanding Consumers’ Sustainable Consumption Intention at China’s Double-11 Online Shopping Festival: An Extended Theory of Planned Behavior Model

Double-11 shopping festival has become the largest national shopping festival in China. This study investigates the effect of the atmosphere during the Double-11 shopping festival on Chinese people’s sustainable consumption by extending the Theory of Planned Behavior (TPB). A survey on a sample of 404 Chinese consumers showed that the atmosphere specific to China’s Double-11 shopping festival was negatively associated with consumers’ purchase intention toward sustainable consumption. Moreover, the negative relationship was mediated by consumers’ attitude toward sustainable consumption, the subjective norm, and perceived behavioral control.