The Impact of Green Consumption Values on Green Purchasing Behavior

DOI

10.2991/978-94-6463-702-1_68How to use a DOI?

Keywords

Green Consumption Values; Green Purchasing Behavior; Consumer Perceived Value

Abstract

Green purchasing behavior is regarded as the key path to achieve green consumption. How to stimulate consumers’ green purchasing behavior and promote the generation of green consumption habits is one of the problems that need to be solved in the field of green consumption. Based on the consumption value theory, starting from the green consumption value, functional value, environmental value, emotional value, social value and conditional value are introduced as the intermediary variables, and an intermediary model of the influence mechanism of consumers’ green purchasing behavior is established. This paper discusses the influence mechanism of green consumption values on green purchasing behavior. Through two-stage longitudinal data collection, a total of 264 data are matched. The results show that: consumers’ green consumption values have a positive effect on green purchasing behavior; Functional value, environmental value, emotional value and conditional value play some mediating roles in the relationship between green consumption values and green purchasing behavior. Social values do not play a mediating role. The research conclusions not only deepen the research on the intermediary mechanism of green consumption values on the effect of green purchasing behavior, enrich the validity range of consumption value, but also provide new ideas and explanations for promoting consumers’ green purchasing behavior.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mingfang Li
AU  - Zitong Liu
PY  - 2025
DA  - 2025/05/05
TI  - The Impact of Green Consumption Values on Green Purchasing Behavior
BT  - Proceedings of the 2025 10th International Conference on Financial Innovation and Economic Development (ICFIED 2025)
PB  - Atlantis Press
SP  - 639
EP  - 655
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-702-1_68
DO  - 10.2991/978-94-6463-702-1_68
ID  - Li2025
ER  -