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Abstract Green consumption has been developing into a booming trend due to alarming environmental problems. This study examines the relationship between the consumers' digital literacy and green consumption behavior and explores two different mechanisms based on social cognitive theory and self‐regulatory theory. The cognition‐based mechanism includes self‐efficacy and outcome expectation; the affect‐based mechanism includes anticipated pride and anticipated guilt. In addition, we investigate how green product availability moderates the relationships between four mediators and green consumption behavior. Across two studies, the results indicate that the consumers' digital literacy influences green consumption behavior through self‐efficacy, outcome expectation, anticipated pride, and anticipated guilt. Moreover, green product availability boosts the effects of self‐efficacy and anticipated pride on green consumption behavior. Our research has theoretical contributions to understanding the formation of green consumption behavior. It also provides practical implications for how to effectively guide and promote green consumption behavior.
Hu et al. (2022) studied this question.