How cultural values influence green consumption intentions among Chinese consumers: a PLS-SEM-ANN approach

Green consumption is a key pathway to achieving sustainability. The primary goal of this study was to investigate the factors influencing Chinese consumers’ green consumption intentions. This study integrates the extended theory of planned behavior and norm activation theory to develop a comprehensive framework of direct and indirect green consumption intention antecedents. Survey data were collected from 420 consumers and analyzed using partial least squares structural equation Modelling-Artificial neural network (PLS-SEM-ANN). The findings indicate that both environmental attitudes and personal norms significantly enhance consumers’ green consumption intentions. Furthermore, collectivism, face consciousness subjective norms, perceived behavioral control, and green self-identity were significantly related to environmental attitudes. Awareness of consequences, ascription of responsibility, subjective norms, and perceived consumer effectiveness positively influenced personal norms. Our findings suggest ways to influence green consumption intentions and have practical implications for policymakers and marketers.