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The Impact of Green Consumption Values on Green Purchasing Behavior

In: Proceedings of the 2025 10th International Conference on Financial Innovation and Economic Development (ICFIED 2025)

Author

Listed:
  • Mingfang Li

    (Hebei University of Science and Technology)

  • Zitong Liu

    (Hebei University of Science and Technology)

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.

Suggested Citation

  • Mingfang Li & Zitong Liu, 2025. "The Impact of Green Consumption Values on Green Purchasing Behavior," Advances in Economics, Business and Management Research, in: Maizaitulaidawati Md Husin & Tomoki Fujii & Xiaodong Lai & Azlina Binti Md Yassin (ed.), Proceedings of the 2025 10th International Conference on Financial Innovation and Economic Development (ICFIED 2025), pages 639-655, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-702-1_68
    DOI: 10.2991/978-94-6463-702-1_68
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