Sustainable consumption practices among Chinese youth

Abstract

A global crisis caused by unsustainable practices and their detrimental effects on civilization has compelled us to rethink the adoption of green consumption practices. This study aims to determine the determinants of green consumption behavior among Chinese youth. Based on the integrated frameworks of two renowned theories, the knowledge-attitude-practice model and the theory of planned behavior, this study proposes 11 hypotheses for empirical investigation. An online survey was used for a quantitative cross-sectional study with a convenience sample of young Chinese consumers. A dataset comprising 876 observations was examined by applying partial least squares structural equation modeling using Smart-PLS 4.0. The results show that green consumption intention and perceived behavioral control significantly affect green consumption behavior. Attitudes towards eco-social benefits, attitudes towards green consumption, and subjective norms positively affect green consumption intentions. In addition, environmental concern and knowledge positively affected all three attitude dimensions. The study further identified that green self-identity moderates the connection between green consumption intention and green consumption behavior, whereas ecolabelling is not a significant moderator of the same relationship. The theoretical contribution of this study is that it employs multigroup analysis to investigate gender- and income-based variations in the relationships, offering a comprehensive framework integrating theories along with dimensions of attitude, which offers nuanced insights into green consumption behavior. Regarding its policy implications, this study highlights the necessity of promoting environmental concern and knowledge through education and awareness campaigns while supporting eco-social benefits and green consumption practices, which can be a potent way to promote positive attitudes, intentions, and sustainable behaviors among the general population.

Introduction

In recent years, concerns about climate change, environmental degradation, and pollution have gained global prominence. Threats like global warming, earthquakes, droughts, and storms are endangering human security. Ecological and environmental problems are now seen as security challenges, leading to a heightened public consciousness about the need to address ecological issues (Becerra et al., 2023). This increased awareness has coincided with the pressing challenge of finding solutions to environmental problems, including global warming, which has led to a greater focus on “unsustainable development.” The growing awareness and concern surrounding environmental issues have given rise to the concept of “green consumption” as a viable alternative approach to consumption.

One potential solution is sustainable consumption, which constitutes the twelfth goal of the UN’s 2030 Agenda (Calculli et al., 2021). Sustainable consumption practices have the potential to mitigate poverty, facilitate the transition towards a low-carbon green economy, and foster the advancement of sustainable development, all of which play a vital role in mitigating the effects of global warming (Suki, 2019). It encompasses green purchasing, the acquisition and use of commodities without adverse impact on the ecology, and responsible disposal (Wu et al., 2016). Eco-friendly products are intentionally designed to minimize their ecological impact by utilizing renewable and recyclable materials to reduce waste and pollution (Beatson et al., 2020). In addition, housing green products actively support companies committed to sustainable and environmentally friendly practices throughout their production and supply chains, helping to reduce the expanding carbon footprint and contribute to a more sustainable future (Kamalanon et al., 2022). Achieving sustainable development requires individuals to engage in environmentally friendly consumption practices, and many people view green consumption as an essential aspect of ethical consumption (Carrington et al., 2010).

Consumer interest in green products, a global trend (Kautish & Sharma, 2020), has been steadily increasing. Green consumerism encourages individuals to acquire and utilize cleaner and non-polluting items while considering the well-being of both human beings and the natural environment. This behavior is widely recognized as an environmentally friendly practice. Numerous companies are now producing environmentally friendly goods, and consumers are increasingly inclined to opt for eco-friendly products (Nam et al., 2017). Although consumers exhibit growing concerns and positive perceptions, attitudes, and intentions toward ecological preservation, the market share of green purchasing behavior and pro-environmental actions remains relatively limited (Moser, 2015). Despite concerns about environmental issues, customers often hesitate to make substantial changes to their regular consumption habits (Bigliardi & Filippelli, 2022; Perri et al., 2020). The younger generation has not translated into green consumption habits because of purchasing power limits, and the market share of actual purchases of eco-friendly products still hovers around 1–3% of the total market (Bray et al., 2011). Consequently, there is an urgent need for further research to better understand the predictors behind this limited adoption despite evident consumer interest.

Previous studies have indicated that young customers, particularly Generation Y, show a preference for purchasing environmentally friendly products (Yadav & Pathak, 2017). Generation Y, often referred to as those born between 1980 and 2000, aged 18 to 40, is characterized by their technological agility, self-awareness, and environmental concerns. To develop effective green marketing policies and strategies tailored to Gen Y, it is essential to understand the factors that influence this consumer segment (Hassan et al., 2019). Generation Y is characterized by its diverse ethnic and racial backgrounds, and its adoption of green products reflects a commitment to sustainable living. They are proactive in taking actions that positively impact the ecology of a future characterized by peace and express genuine concerns about environmental issues, actively contributing to reducing the eco-footprint (Zsoka et al., 2013). The younger generation demonstrates support for sustainable practices and environmental advocacy by utilizing tools, such as green budgeting, to achieve environmental goals. They also expect policymakers to foster green innovation to sustain their lifestyles and promote a consolidated future. In addition, Generation Y values companies that provide products and services in accordance with ethical and environmental guidelines. They prioritize socially responsible organizations and are inclined to support those who align their policies with green sustainability and ecological standards, ultimately improving society’s health. In the post-pandemic age, Generation Y is more concerned with preserving futurism, environmentalism, and sustainability, and they are more likely to purchase green food. Therefore, gaining insights into Generation Y’s green behavior is vital for policymakers, especially when considering factors that influence this target group’s embracing of sustainable living in emerging economies such as China. Therefore, the research questions were as follows:

RQ1. What are the predictors of green consumption behavior among Chinese Generation Y consumers?

While the theory of planned behavior (TPB) has demonstrated its ability to predict factors influencing green consumption behavior (GCB) in several studies (Alam et al., 2023; Ogiemwonyi, 2022; Joshi, Rahman, 2015), it is not without limitations, despite its predictive capabilities (Joshi, Rahman, 2015). Some of these limitations include the lack of detailed information on how individual decisions are made and the absence of insights into how once-made decisions influence behavior (Ajzen, 1991). The TPB has shown improved predictability when combined with other theories, such as the theory of reasoned action, which enhances the understanding of various additional factors related to GCB (Procter et al., 2019). Nonetheless, specific research endeavors have encountered challenges in elucidating GCB through the TPB and the theory of reasoned action, specifically in relation to aspects such as attitudes, perceived behavioral control, and social norms. This highlights a tenuous connection within the context of GCB, as evidenced by prior studies (Jaiswal and Kant, 2018; Joshi, Rahman, 2015). In this regard, the knowledge, attitude, and practice (KAP) model holds significant relevance for assessing knowledge gaps and behavioral trends, aiding in the identification of requirements, challenges, and obstacles essential for planning and executing interventions, with knowledge as a fundamental construct (Shari et al., 2022). Thus, there exists a gap in the current literature, as the integration of the KAP-TPB for assessing GCB, especially from the perspective of the younger generation, remains underutilized and warrants further exploration. In addition, researchers like Cheung and To (2019) used categorized attitudes (such as attitudes towards environmental issues and attitudes toward eco-social benefits) to have a comprehensive understanding of green consumption. Categorizing attitudes, such as attitudes towards environmental issues and attitudes towards eco-social benefits, within the knowledge, attitude, and practice (KAP) theory will allow for a more nuanced understanding of how knowledge influences behavior. By breaking down attitudes into specific categories, researchers can better identify the factors driving certain behaviors, enabling targeted interventions and policies to promote environmentally friendly practices effectively.

Furthermore, in addition to the attitude-intention and intention-behavior gaps, commonly known as the green gap, these issues represent inherited challenges in the TPB model. This phenomenon suggests that individuals may express attitudes or intentions but do not always act in alignment with those intentions because of various factors, including external barriers, social influences, and situational constraints. Understanding and addressing these barriers is crucial for bridging the gap between intention and behavior. Previous research by scholars such as Park and Kwon (2017) and Wiederhold and Martinez (2018) has examined green gaps and proposed constructs like environmental concern, ethical consumption behavior, and environmental knowledge. However, they overlooked the role of green self-identity (also known as the green emotion) and eco-labeling, leaving gaps in our understanding. An individual’s overarching green identity significantly impacts their ecological actions, making it crucial to address this aspect to effectively stimulate such behavior. Studies such as Qasim et al. (2019) and Neves and Oliveira (2021) employed environmental self-identity as a moderator between various factors and behavioral intent. Cheung and To (2019) examined green product quality, and Li et al. (2021) employed green self-identity and ecological knowledge as moderating variables in the relationship between attitude and behavior. Similarly, an eco-label is a certification or logo placed on products to inform consumers about the environmental attributes of the product (Delmas & Lessem, 2015), which play a crucial role in promoting sustainable consumption (Fretes et al., 2021). Various research used eco-labeling as a direct construct influencing buying intention (Alam et al., 2023; Panopoulos et al., 2022; Chi, 2021) realizing the essence of green consumption. Eco-labels foster awareness, signal trust, boosting green consumption, and aligning actual buying. However, to the best of our knowledge, none of these investigations have evaluated green self-identity and eco-labeling as a moderating factor between intention and behavior to address the limitations of the TPB. Hence, there is a compelling need to investigate these factors empirically.

To bridge the existing gaps in the literature, this study examines the predictors of green consumption behavior among young adults in China. The study also assesses the moderating role of eco-labeling and green self-identity within green consumption intention and green consumption behavior. This study makes a two-fold contribution by introducing a novel framework and new variables. Specifically, it aims to identify the essential factors influencing the GCB of Chinese youth by integrating the KAP-TPB model. In addition to conventional variables, this study incorporates novel constructs, such as eco-labeling, environmental concerns, green self-identity, and environmental knowledge. eco-labeling and green self-identity were proposed as moderating variables between intention and GCB to augment our comprehension of the topic and address existing knowledge gaps. Furthermore, this study explores a three-dimensional perspective of the attitudes influencing green consumption intention (GCI) to provide a comprehensive understanding.

Literature review

Theoretical underpinning

The TPB, initially proposed by Ajzen in 1985 (Ajzen, 2002), has its roots in the theory of reasoned action. The fundamental model posits that attitude, perceived behavioral control, and social norms collectively influence behavioral intentions, consequently shaping actual behavior. Ajzen, in his work on the TPB, introduced additional constructs tailored to specific research inquiries, thereby refining and expanding the TPB framework by optimizing model structures and variable pathways (Ajzen, 1991). The TPB has been extensively examined in multiple studies that have focused on evaluating attitudes and intentions. The TPB plays a crucial role in predicting and exerting influence on behavior (Ajzen, 1991; Yang et al., 2022).

Nevertheless, the constructs of attitude, normative beliefs, and perceived behavioral control of the TPB have been found to be insufficient for fully elucidating the factors that influence an individual’s intention to adopt. Hence, a multitude of scholarly research has advocated the integration of TPB with other theoretical frameworks or models to holistically examine the determinants of an individual’s intention (Shin et al., 2018; Kim and Hwang, 2020). Paek et al. (2018) and Liu et al. (2016) proposed a combination of the TPB and KAP frameworks.

Scholars have incorporated new elements rooted in the TPB to investigate the relationships between various variables in different research contexts. For instance, regarding the prediction of young consumers’ willingness to buy eco-friendly products in a developing economy, Yadav and Pathak (2017) identified that environmental concerns and knowledge have a significant influence. Their study emphasized the substantial influence of these facilitators in altering the behavioral intentions of young customers. Similarly, Chen and Tung (2014) commented that individuals with a heightened sense of ecological concern were inclined to select green hotels even if they paid a premium for eco-friendly practices. Based on this analysis, researchers have expanded the basic variables of the TPB to incorporate environmental concerns and knowledge. However, the applicability of these additions to diverse research subjects remains unclear. The inclusion of environmental concern and knowledge variables in investigations concerning residents’ willingness to engage in GCB may offer a more in-depth understanding of the multitude of factors affecting their intent to purchase environmentally friendly products.

The KAP model extensively examines individuals’ knowledge, attitudes, and behaviors regarding a particular subject. The KAP model, which was initially developed in the 1970s within the domain of family planning and population research (Lin & Hingson, 1974), has since gained substantial popularity and widespread acceptance across various research domains, such as health behavior (Schlüter et al., 2020), food control industries (Kwol et al., 2020), media literacy (Olson and Scharrer, 2018), disease control initiatives like COVID-19 (Reuben et al., 2021), the measurement of government program effectiveness (Xu et al., 2021), technological acceptance (Aydin, 2019), and environmental concerns (Pan and Pan, 2020). Consequently, the KAP Model is highly pertinent for evaluating knowledge gaps and behavioral trends that can help identify requirements, challenges, and obstacles and facilitate the planning and execution of interventions (Shari et al., 2022).

The KAP model comprises three core components: knowledge, attitude, and practice. Knowledge, the first pillar, is a fundamental tool through which individuals make sense of themselves and the world around them (Ahmad et al., 2020). Knowledge is a vital asset for companies, and when managers possess comprehensive knowledge of green innovation, it not only minimizes unexpected surprises but also bolsters the credibility of any proposed changes (Ahmad et al., 2020). The next element in the KAP model is attitude. Allport (1935) referred to attitude as “a mental and neural state of readiness, which exerts a directing influence upon the individual’s response to all objects and situations to which it is related.” Practice, the final component of the KAP model, is influenced by beliefs and attitudes as elucidated by the theory of reasoned action. Actions and behaviors are shaped by personal norms and acquired or inherited attitudes (Ahmad et al., 2020).

The present study defines knowledge as the comprehension of environmental information acquired through personal experiences or formal education. This study aimed to incorporate both environmental knowledge and environmental concern as integral components, replacing the sole focus on knowledge as a predictor of attitude. Attitude, in this context, pertains to an individual’s sentiments or opinions concerning ecological issues, eco-social well-being, and eco-friendly products. We expanded this concept into three dimensions: attitudes towards environmental issues, attitudes towards eco-social benefits, and attitudes towards green consumption, establishing new connections with intentions related to green consumption. In our investigation, practice signified the execution or application of labeling within an environmental context. We anticipate that knowledge of environmental facts will directly and positively influence attitudes and intentions, which will lead toward actions or behaviors.

Hypothesis development

Determinants of attitudes

Attitudes toward environmental issues refer to an individual’s overall disposition, beliefs, and behavioral tendencies related to environmental concerns and sustainability (Cheung & To, 2019). Environmental concerns contribute positively to environmental preservation. There is a positive correlation between an individual’s level of environmental respect and their intention to engage in green consumption, influencing their sustainable behavior (McCright et al., 2014). An individual’s attitude towards environmental issues encompasses their awareness, engagement, consumer choices, eco-friendly practices, and recognition of the actions’ ecological consequences (Ritter et al., 2015). This reflects their perspectives and commitments to addressing environmental challenges and promoting sustainability. Environmental concern represents an individual’s awareness of the decline in ecological conditions. This reinforces their willingness to engage in behaviors that benefit society and the environment. People prioritize environmental preservation when they have heightened ecological awareness (Ritter et al., 2015). This heightened concern can significantly influence one’s stance on environmental matters (Cheung & To, 2019). Therefore, we formulate the following hypothesis:

H_1a: Environmental concern is positively associated with one’s attitude towards environmental issues.

Similarly, attitudes towards eco-social benefits refer to an individual’s overall disposition, beliefs, and perceptions of the positive social and ecological impacts associated with purchasing and using environmentally friendly or “green” products (Ritter et al., 2015). This attitude includes recognizing one’s role in contributing to the greater good, aligning choices with moral values, supporting sustainable businesses, considering one’s social image, and being aware of the positive environmental impact associated with green consumption (Cheung & To, 2019).

Moreover, environmental concerns can be powerful drivers of public support for environmental policies and initiatives. Combined with a positive attitude towards eco-social benefits, this can lead to increased demand for sustainable products and practices, influencing market trends and corporate behavior. Teng et al. (2014) proposed that people with strong environmental concerns tend to address cognitive dissonance by minimizing or resolving discrepancies in the benefits associated with social and environmental issues. Cheung and To (2019) found that ecological awareness has a notable impact on attitudes toward environmental issues and attitudes toward eco-social benefits concerning green purchasing behavior within the Chinese context. Thus, we formulate the following hypotheses:

H_1b: Environmental concern is positively associated with attitude towards eco-social benefit.

Similarly, an individual’s attitude towards green consumption encompasses their preference for green products, recognition of the environmental necessity of green consumption, favorable perception of green products, endorsement of green consumption as a good idea, and the belief that it represents a wise decision for personal and collective benefits (Alganad et al., 2023; Al Mamun et al., 2018). This attitude reflects their overall stance and mindset towards incorporating eco-friendly products into their consumption patterns. In addition, environmental concern provides the emotional and moral basis for caring about ecology, while a positive attitude towards green consumption translates these values into specific eco-conscious choices in consumption and lifestyle. These two aspects are complementary. Scholars have indicated that when individuals are equipped with environmental knowledge and awareness, they tend to exhibit favorable attitudes toward environmentally friendly products (Jaiswal and Kant, 2018; Yadav and Pathak, 2017; Suki, 2016). Thus, we propose:

H_1c: Environmental concern is positively associated with attitude towards green consumption.

Environmental knowledge incorporates an individual’s understanding of environmental issues, expertise, and related concerns (Li et al., 2021). The acquisition of environmental knowledge enhances individuals’ awareness of ecological preservation, consequently influencing their consumer attitudes and engagement in pro-environmental purchasing behaviors. The knowledge-attitude-behavior paradigm posits that environmental knowledge has the potential to elicit pro-environmental behaviors (Fabrigar et al., 2006). Individuals possessing substantial ecological knowledge typically exhibit favorable attitudes towards environmentally responsible behaviors and are more inclined to take proactive steps. Environmental knowledge can play a significant role in forming an individual’s attitude toward environmental issues. As people become more informed about environmental problems, their awareness of the importance of addressing them increases (Taufique et al., 2017). They may develop a deeper concern for the ecology and a stronger commitment to ecological protection. When people comprehend the potential negative impacts of ecological degradation on ecosystems, wildlife, human health, and the planet, they are more likely to develop serious and concerning attitudes. Previous studies (Hossian et al., 2022; Dhir et al., 2021; Cheung and To, 2019) have explored the positive link between environmental knowledge and attitudes toward environmental issues in different contexts. Thus, we formulate the following hypotheses:

H_2a: Environmental knowledge is positively associated with attitude towards environmental issues.

Environmental knowledge is a powerful catalyst for fostering positive attitudes towards social benefits. This provides a foundation for understanding the importance of environmentally responsible actions and their broad societal and ecological implications. As individuals become more informed, they are more likely to embrace and support initiatives that contribute to the well-being of both the ecology and society. When individuals demonstrate environmental concern, they exhibit a greater inclination towards buying environmentally friendly products, contributing not only to environmental preservation but also to the growth of the green market. Environmental concerns can motivate individuals to maximize eco-social benefits, as observed by Cheung and To (2019). For instance, an individual may choose to purchase an energy-efficient refrigerator to minimize natural resource consumption. Liu and Dong (2021) proposed that eco-friendly consumers derive greater psychological benefits from buying green products. Consequently, we formulated the following hypothesis:

H_2b: Environmental knowledge is positively associated with attitude towards eco-social benefit.

Individuals with a specific level of environmental knowledge tend to exhibit favorable attitudes toward environmental behavior and are more motivated to take proactive measures. Flamm (2009) found that households with greater environmental knowledge were more inclined to invest in energy-efficient vehicles. Several scholars have also demonstrated that environmental knowledge positively affects consumer attitudes toward eco-friendly products (Mostafa, 2009). Latif et al. indicated that environmental knowledge affects residents’ attitudes toward purchasing green products, subsequently affecting their willingness to buy such products (Sang and Bekhet, 2015). Individuals with a positive environmental knowledge base will likely develop favorable attitudes toward ecological buying and participate in responsible purchasing and consumption (Sultana et al., 2022; Suki, 2016). Consumers’ levels of environmental knowledge have been shown to significantly shape their attitudes toward green product purchases (Nguyen and Tran, 2021; Zhang et al., 2021; Nekmahmud and Fekete-Farkas, 2021). The proposed hypotheses are as follows.

H_2c: Environmental knowledge is positively associated with attitudes towards green consumption.

Determinants of green consumption intention

The GCI encompasses a multifaceted commitment to environmentally responsible consumption behavior. GCI includes the willingness to invest in green products, endure the inconvenience of eco-friendly choices, reduce non-green consumption, prioritize environmentally friendly products, and actively advocate green consumption practices among peers (Walton & Austin, 2011). Research has identified a positive association between attitude and GCI (Duong, 2023; Aisyah and Shihab, 2023). Various studies have indicated that individuals with favorable attitudes toward green products are more inclined to engage in environmentally responsible purchasing behaviors (Zhuo et al., 2022). People with a positive attitude towards environmental issues are more likely to develop a solid intention to engage in green consumption. Likewise, a favorable attitude towards eco-social benefits is closely linked to GCI. In addition, individuals who believe that their green consumption choices benefit society and the environment are more likely to express a solid intention to engage in such behaviors. Naturally, when people have a favorable view of green products and behaviors, they are inclined to express a solid intention to incorporate these practices into their lifestyle. Multiple studies have documented that attitudes significantly impact consumers’ purchase intentions concerning energy-saving equipment (Tan et al., 2017; Yadav & Pathak, 2017; Nguyen & Lobo et al, 2017). Individuals with more positive views of the environment and heightened concern for environmental issues are inclined to demonstrate a greater propensity to purchase environmentally friendly products (Kotchen and Reiling, 2000). (Lin and Huang 2012) showed that attitudes towards environmental issues significantly impact green development.

H₃: Attitude towards environmental issues is positively associated with GCI

H₄: Attitude towards eco-social benefit is positively associated with GCI

H₅: Attitude towards green consumption is positively associated with GCI

Perceived behavioral control refers to an individual’s perception of the simplicity or complexity associated with carrying out a particular behavior, and TPB posits that perceived behavioral control is a variable that can be used to predict behavior (Ajzen, 1991). Perceived behavioral control encompasses the time, financial means, and abilities necessary to engage in a particular behavior (Ajzen, 1985, 1991). This variable positively influences environmental behavior (Wu et al., 2016). Research has consistently shown that perceived behavioral control significantly influences green purchasing decisions (Paul et al., 2016; Chen and Tung, 2014). Ajzen (1991) contended that perceived behavioral control is often more critical than actual behavior. However, many studies conclude that the perceived inconvenience in carrying out a particular behavior can negatively affect the intention to purchase green products (Barbarossa and De Pelsmacker, 2016). Wang and Zhang (2020) contended that people’s perceived behavioral control of environmental actions positively affects their ecological behavior. Therefore, we formulate the following hypotheses:

H₆: Perceived behavioral control is positively associated with GCI.

Subjective norms are behavioral norms that people adopt because they are influenced by family members, friends, or educators. It refers to the perceived social pressure an individual feels to be involved in specific actions or behaviors. McClelland (1987) introduced the theory of needs, suggesting that people are naturally inclined to adopt behaviors endorsed by their reference groups, as seeking group affiliation and relationships is inherent in human nature—a concept known as social bonding (Ramkissoon, 2022). Researchers (Savari et al., 2023; Savari and Khaleghi, 2023) contended that there is a substantial positive correlation between subjective norms and buying intentions. However, it is worth noting that contrary to this view, several studies have not found supporting evidence for a positive association between subjective norms and green purchasing behavior (e.g., Paul, Modi, and Patel, 2016; Khare, 2015). In contrast, according to Wang and Zhang (2020), subjective norms concerning environmental considerations at destinations can positively impact behavioral intentions. Hence, we propose the following hypotheses:

H₇: Subjective norms have a positive association with GCIs.

Determinants of green consumption behavior

Ajzen (1991) posited that intention can influence behavior. Sheppard et al. (1998) argued that purchasing intention benefits purchase behavior (Saba & Messina, 2003). GCB encompasses a range of actions and choices that demonstrate a strong commitment to environmental responsibility. It includes self-identification as an environmentally friendly individual, profound concern for ecological issues, prioritizing eco-friendly products, and the incorporation of eco-conscious values into one’s personal identity and consumption practices (Walton & Austin, 2011; López-Mosquera, Sánchez, 2012). Homburg et al. (2005) examined self-reported behaviors. However, the scarcity of behavioral data has led to only a few researchers investigating the impact of intention on real-world behavior (De Cannière et al., 2010). According to Alam et al. (2023), intentions are directly linked to actual behavior. Furthermore, Zeithaml (2000) observed that while the mediation of intentions has been extensively studied, its relationship with actual behavior lacks conclusive evidence. Wee et al. (2014) indicate that purchase intention significantly influences real-world behavior. Thus, we propose the following hypothesis:

H₈: Green consumption intention is positively associated with green consumption behavior.

Perceived behavioral control plays a pivotal role in influencing purchasing behavior, as highlighted by Yang et al. (2018). Poon and Tung (2022) proposed that perceived behavioral control strengthens an individual’s inclination and intention toward specific behaviors. Fu and Juan (2017) asserted that constructs from the TPB, such as passenger attitudes and perceived behavioral control, are essential for encouraging the public to use public transportation, with perceived behavioral control being capable of directly influencing actual behaviors. Ogiemwonyi (2022) delved into the positive relationship between green behavioral control and environmentally friendly behavior. Pakpour et al. (2021) revealed a significant relationship between perceived behavioral control and green purchasing behavior among adolescents. By contrast, Sheng and Zhang (2022) reported insignificant results in their findings. Therefore, as we found mixed results, we should retest the variable of perceived behavioral control to find a relationship with GCB.

H₉: Perceived behavioral control is positively associated with green consumption behavior.

Moderation of ecolabelling and green self-identity

Ecolabelling refers to environmental labels or certifications for products that communicate eco-friendliness or sustainability. These labels provide data on the product’s environmental attributes, such as energy efficiency, recycled content, and carbon footprint. Eco-labels serve as informative tools for guiding the utilization, disposal, consumption, and production of goods, allowing marketers to effectively convey their products’ environmental advantages through eco-labeling (Atkinson, Rosenthal, 2014). eco-labeling conveys functional information about environmentally sustainable items, enabling consumers to comprehend the attributes of green products and subsequently influencing their purchase intention. Ecolabelling favorably affects individuals’ pro-environmental behavior (Waris, Ahmed, 2020). In line with Prieto-Sandoval et al. (2016), consumers exhibit a keen interest in environmental matters, which enhances their likelihood of purchasing eco-labeled products. Furthermore, the effective communication of energy usage information through well-designed energy labels boosts customer preferences, as noted by Zhao et al. (2019) and Stadelmann and Schubert (2018). Without eco-labels, the link between GCI and behavior may weaken. Individuals may face uncertainty regarding the eco-friendliness of products, making it more challenging for them to align with their intentions. The intention-behavior connection may be less straightforward without the visual cues of eco-labels.

H₁₀: eco-labeling is positively moderating with GCI and green consumption behavior.

Self-identity represents a set of roles performed by an individual, leading to consistent actions that align with their self-concept (Li et al., 2021). It serves as a label employed by a person to embrace or signify a specific behavior. Consequently, GS is defined as an individual’s self-perception of being environmentally conscious (Van der Werff et al., 2013). However, differentiating between GS and environmental identities is crucial. When an individual possesses a strong GS and sees himself or herself as a dedicated and consistent green consumer, their GCI is more likely to transform into actual behavior. Their self-identity reinforces and aligns with their intentions, making them more likely to act in ways reflecting their green values and beliefs.

H₁₁: Green self-identity is positively moderating with GCI and green consumption behavior.

All associations hypothesized above are presented in Fig. 1 below:

Fig. 1

Conceptual framework.

Methodology

Research design

According to Neuman (2006), scientific research is governed by the paradigm chosen by researchers. Taylor et al. (2007) defined paradigm as a broad view or perspective of something. In general, three research paradigms can be identified in social research: (1) positivist, (2) constructivist, and (3) critical. Peñaloza and Venkatesh (2006) proposed that the positivist paradigm might be characterized as a scientific approach. The research has adopted a quantitative method. Quantitative methods are utilized to test hypotheses formulated for a particular study and ascertain the validity and reliability of the measured variable (Sekaran, 2005).

Furthermore, this research required a substantial sample size, and the formulated hypotheses were examined within the context of this study, which integrated two theoretical frameworks: the KAP model and TPB. This study proposes 11 hypothesized relationships to be tested through an empirical examination. A quantitative cross-sectional study was conducted using an online survey to collect data from young Chinese consumers. The dataset, consisting of 876 observations, was analyzed using partial least squares structural equation modeling (PLS-SEM) with Smart-PLS software (version 4.0).

Population and samples

The current research is centered on investigating GCB among the younger population in China, employing the KAP-TPB theory as its theoretical framework. Given the nature of this study, a quantitative research methodology was employed to gather data, utilizing an online cross-sectional study design to evaluate GCI and GCB within the context of the KAP-TPB framework among Chinese youth. The study’s target demographics consisted of young Chinese consumers aged 18–35.

The appropriate sample size was assessed based on statistical considerations. G-power 3.1 was used with a power level of 0.80 and an effect size (f²) of 0.15, taking into account 10 predictors. The minimum required sample size was 118 (Faul et al., 2007). However, a larger sample size of at least 200 participants was necessary for subsequent PLS-SEM analysis. PLS-SEM is a valuable technique for examining the intricate connections between constructs and their indicators (Hair et al., 2021).

Data were collected through an online questionnaire survey using convenience sampling. The surveys were published online through WJX and disseminated through social media platforms like WeChat. The survey was conducted online from April to June 2023. The final dataset has 876 valid responses out of 902 total responses. We omitted 26 responses since they gave an identical answer to every question, which was extremely implausible and thus removed from the final dataset. The top section of the survey instrument contains information about the study topic, definitions of key terms (green consumption, eco-labeling, and green products), reporting procedures (which emphasize the anonymity and confidentiality of respondents), and informed consent details. A short video link was posted at the top of the questionnaire, confirming the same details.

Survey instruments

The questionnaire comprised two main sections: Sections A and B. Section A centered on the demographic features of the participants, such as education level, gender, current location, age, and monthly income. Section B focuses on environmental concerns (Li et al., 2021; Durmaz and Akdoğan, 2023), environmental knowledge (Dhir et al., 2021; Li et al., 2021), attitude towards environmental issues and attitude towards eco-social benefits (Cheung and To, 2019; Ritter et al., 2015), attitude towards green consumption (Al Mamun et al., 2018; Alganad et al., 2023), subjective norms (Wan et al., 2017), perceived behavioral control (Aitken et al., 2020; Sultan et al., 2020), eco-labeling (Neves and Oliveira, 2021; Taufique et al., 2019), GS (Becerra et al., 2023) GCI and GCB (Walton & Austin, 2011; López-Mosquera, Sánchez, 2012) with 5 items each. To determine the measurement results, we used a 7-point Likert scale ranging from strongly disagree to strongly agree, including mostly disagree, partially disagree, neutral, partially agree, and mostly agree. All items used in this study are presented in Supporting Material S1. Survey Instrument.

Data analysis tools

The research methodology comprised a two-stage analysis. First, we quantified the validity and reliability of the measurement models. Subsequently, structural equation modeling (SEM) was used to delve into the connections between the predictor and latent variables, focusing on mediation and moderation effects. It is well-established in the field that SEM offers superior estimations compared to traditional regression methods when investigating mediation and moderation effects (Preacher & Hayes, 2004). Consequently, this study opted for SEM, specifically utilizing PLS-SEM via Smart-PLS 4.0, which is regarded as the preferred choice because of its usefulness in measuring intricate frameworks that include moderating variables (Hair et al., 2021).

Common method bias (CMB)

The impact of CMB on this study was negligible, as the single factor only accounted for 37.692% of the variance, which falls within the standard of 50.00% as established by Podsakoff et al. (2012). Additionally, we conducted a CMB test using Kock’s (2015) recommended full collinearity assessment, in which all latent constructs were regressed on a common variable. The Variance Inflation Factor (VIF) values, as presented in Table 1 ranging from 1.253 to 2.025, remained below the critical standard of 5, indicating the absence of collinearity issues in this study, as outlined by Hair et al. (2021).

Table 1 Full collinearity test.

Multivariate normality

The examination of multivariate normality using suitable data analysis techniques is of paramount importance. In this study, we assessed multivariate normality using an online Web Power tool (Web Power, 2018). The results of the multivariate normality test indicated that the p-values associated with Mardia’s multivariate skewness and kurtosis were below the significance level of 0.05, signifying the presence of non-normality in the data (Al Mamun & Fazal, 2018). Consequently, to address the non-normality of the dataset, we opted to utilize PLS-SEM).

Data analysis

Demographic characteristics

Table 2 reveals a relatively balanced gender distribution, with 55.8% of the participants being female and 44.2% male. A significant proportion of respondents obtained a postgraduate degree (44.3%), followed by a bachelor’s degree (28.8%). A smaller percentage holds a diploma or advanced diploma (20.1%), and 6.8% fall into the “Others” category. The respondents’ age groups were relatively evenly distributed, with the largest group being those aged 21–25 (32.5%) and the smallest being 31–35 (19.7%). Most respondents were either single (52.1%) or married (43.6%), while divorced individuals accounted for 2.6% and widows accounted for 1.7%. A substantial proportion of the respondents were employed full-time (29.6%) or were students (26.1%). The majority of respondents had a monthly income of less than RMB 3000 (35.4%), while a significant portion fell into the RMB 3001-RMB 6000 range (17.1%). Regarding how often respondents consumed green products, the data showed that sometimes (34.6%) and rarely (27.5%) were the most common responses. A smaller proportion of the respondents always (17.5%) or often (9.1%) consumed green products, whereas 11.3% never did so. Most respondents spent less than RMB 1000 on green energy consumption per month (61.1%). A smaller but still significant portion was spent between RMB 1,001 and RMB 2000 (22.6%), and a few respondents fell into higher spending categories. Table 2 provides insights into the geographical distribution of respondents within China. South China (28.0%) and North China (18.3%) had the highest representation, whereas other regions were less prominently represented.

Table 2 Demographic characteristics.

Measurement model

To test the internal consistency of the measurement scales, previous research recommended using Cronbach’s alpha and composite reliability (rho_a and rho_c) as reliable metrics (Dijkstra & Henseler, 2015; Hair et al., 2021). According to the guidance provided by Hair et al. (2021), this research computed and obtained the reliabilities of the latent constructs using Cronbach’s alpha and composite reliability (rho_a and rho_c) (Table 3). The results indicate that Cronbach’s alpha and composite reliability (rho_a and rho_c) values for all items exceeded 0.7, indicating strong internal consistency within the framework (Hair et al., 2021). The average variance extracted values ranged from 0.722 to 0.759, indicating that the measures accounted for a substantial proportion of the variance in each construct. The variance inflation factor values were all below the required standard of 2.5, indicating no multicollinearity issues.

Table 3 Reliability and validity.

To measure discriminant validity, we applied the Fornell-Larcker criterion along with loadings and cross-loadings. The detailed values for the loadings, cross-loadings, and the Fornell-Larcker criterion are presented in Table 4. It is worth noting that all cross-loading values exceeded 0.5, which was higher than the corresponding loadings, thus providing clear evidence of discriminant validity for all items used in our study (Fornell and Larcker, 1981). According to Henseler et al. (2015), the benchmark for the heterotrait-monotrait (HTMT) ratio of correlations was set at 0.90, and any value surpassing this threshold indicated poor discriminant validity. In our analysis, all the values within the HTMT matrix remained below the specified threshold of 0.90, confirming a strong level of discriminant validity. However, all cross-loadings remained greater than 0.5 as well. Overall, the analysis suggests that the measures have adequate reliability and validity for the constructs studied.

Table 4 Fornell-Larcker criterion and Heterotrait-Monotrait ratio.

Structural model

The results (as shown in Table 5 and Fig. 2) reveal that environmental concern (β = 0.263, t = 6.531) and environmental knowledge (β = 0.330, t = 8.309) significantly influenced attitude towards environmental issues. The link between environmental concern (β = 0.221, t = 5.259) and environmental knowledge (β = 0.344, t = 8.068) was identified as positive, signifying the positive effect of environmental concern and environmental knowledge on AC. Moreover, environmental knowledge (β = 0.312, t = 7.465) and AC (β = 0.330, t = 8.205) had a positive significant influence on attitude towards green consumption. All the relationships were significant at the 1% level of significance. Attitude towards green consumption (β = 0.097, t = 1.959), attitude towards eco-social benefits (β = 0.089, t = 1.971), and subjective norm (β = 0.206, t = 4.315) positively affected GCI at 5% level of significance, whereas, attitude towards environmental issues (β = 0.038, t = 0.771), and perceived behavioral control (β = 0.074, t = 1.582) were found as an insignificant with the same value. Additionally, eco-labeling (β = 0.207, t = 5.428), GCI (β = 0.090, t = 2.848), GS (β = 0.272, t = 6.487), and perceived behavioral control (β = 0.236, t = 5.534) demonstrated a positive relation on GCB at 1% level of significance. Therefore, this study found that hypotheses (H_1-6, H_8-9, and H_11-15) were validated at the 1% level of significance, and hypotheses (H₇ and H₁₀) were rejected (Table 5).

Fig. 2

Structural model.

Table 5 Hypothesis testing.

The coefficient of determination (R²) provides a valuable understanding of the extent to which the independent variable(s) can account for variability in the dependent variable. According to Cohen (2013), an R² value of 0.26 or higher is considered significant, while a value of 0.13 is moderate, and a value of 0.02 or lower is weak. The R² value (Table 4) for GCB, attitude towards green consumption, and attitude towards environmental issues indicates that all the predictors explain 39.242%, 30.7%, and 26.1% of the variance in the GCB, attitude towards green consumption, and attitude towards environmental issues, respectively, which have higher explanatory power. The R² value for attitude towards eco-social benefits and GCI indicates that the predictors have moderate explanatory power (24% and 15.7%, respectively).

Similarly, the f² test measures the effect size for each independent variable in the model. These effect sizes can be categorized as small (f² > 0.02), medium (f² > 0.15), or large (f² > 0.35) based on conventional guidelines (Cohen, 2013). Table 5 illustrates that the f² test results for the various independent variables range from 0.004 to 0.120, indicating a small effect size.

Moderation

The outcome of moderation (Table 5) indicates that eco-labeling (β = −0.055, t = 1.555, p > 0.5) did not moderate the connection between GCI and GPB. In contrast, green self-identity significantly moderates the connection between GCI and GCB at the 5% significance level. Therefore, H11 was supported, and H10 was rejected.

Predictive accuracy

The PLS prediction program supported the evaluation of the predictive relevance of the models (Shmueli et al., 2019). Q² predictions were greater than zero, and the root mean square error (RMSE) values of the PLS-SEM predictions were smaller than the linear model (LM) baseline for all indicators of GCI and GCB (Table 6), except for GCI2 and GCB2.

Table 6 PLS predict.

Multigroup analysis

Since assessment by PLS-SEM always uses a complete dataset, it defaults to all data from a single homogeneous population, which is usually unrealistic in practical studies. Hair et al. (2021) suggested using a multigroup analysis to address these issues. The investigation into gender and income groups specifically stems from their recognized significance in understanding consumer behavior and environmental attitudes. Gender has been identified as a variable influencing environmental concerns and behaviors, with studies highlighting differences in consumption patterns and environmental attitudes between genders. Similarly, income is a crucial factor influencing purchasing power and consumption habits, which in turn can impact environmental choices.

Measurement invariance of the composite model (MICOM) of the integrated model was used to examine the measurement invariance of subgroups. The findings of the MICOM permutation p-values are greater than 0.05, except environmental knowledge → attitude towards eco-social benefits, attitude towards environmental issues → GCI, subjective norm → GCI and GCI → GCB relationships. As 22 of the 26 p-values were greater than 0.05, this study assumed equal invariance among the subgroups. The analysis highlights notable differences in the strength of relationships between certain variables and green consumption behavior across gender groups. For instance, subjective norms appear to have a stronger impact on green consumption intention among males compared to females. This suggests that social influences may play a more significant role in shaping males’ attitudes and behaviors toward environmentally friendly consumption choices. Thus, the outcome showed no significant variance between the two groups of participants regarding sex (male/female) and income (less or greater than RMB 6000) in any of the hypothesized relationships (Table 7). Despite the lack of significant differences in most relationships based on income levels, there are notable exceptions. Green consumption intention to green consumption behavior relationships show significant differences based on the MICOM permutation p-values. These findings imply that certain factors may have a more pronounced impact on green consumption behavior among specific income groups.

Table 7 Multigroup analysis.

Discussion

This study examines the determinants of GCB among Chinese youth. The study proposed 11 hypotheses based on the integrated KAP-TPB theory, nine of which were confirmed through empirical investigation. The exogenous constructs in the model were found to significantly influence the endogenous construct, with an explanatory power of 39.2% for GCB, indicating a good fit between the model and investigation. The following discussion provides details of the relationships identified in this study.

H_1a and H_2a both involved the influence of environmental concerns and knowledge on attitudes towards environmental issues. Both hypotheses were accepted, indicating that environmental concern and knowledge have a statistically significant positive effect on attitudes toward environmental issues. The results of this study are consistent with those of Cheung and To (2019). Environmental concerns have a significant impact on individuals’ attitudes towards the environment. Consumers with a heightened level of environmental concern engage in increased purchasing of environmentally friendly products, which aligns with the idea that people who are genuinely concerned about environmental issues may be more inclined to support and engage in environmentally friendly behaviors. These individuals may be more receptive to environmental initiatives such as conservation efforts, sustainability practices, and policies aimed at addressing environmental issues. Similarly, environmental knowledge can empower individuals to recognize the importance of environmental stewardship, make informed decisions, and advocate for sustainable practices.

Acceptance of H_1b indicates a strong and positive link between individuals’ environmental concerns and their attitudes towards eco-social benefits. People with a higher degree of environmental concern tend to be more positively disposed towards actions and practices with eco-social benefits. This means that those who care deeply about environmental issues are more prone to sustaining and engaging in activities that promote ecological sustainability and social well-being. H_2b was also accepted, suggesting a relationship between environmental knowledge and attitudes towards eco-social benefits. The relationship between environmental knowledge and attitudes towards eco-social benefits implies that individuals with a greater understanding of environmental issues are more likely to appreciate the broader societal advantages resulting from environmentally responsible actions. Environmental knowledge can have a positive impact on consumer attitudes and purchasing behaviors.

As expected, H_1c was proven to be significant, indicating a positive association between individuals’ environmental concern and their attitudes toward green consumption. This result complements the findings of previous studies (Jaiswal and Kant, 2018; Yadav and Pathak, 2017). Individuals with heightened environmental concerns are likelier to have a positive attitude toward green consumption. This finding suggests that fostering and nurturing environmental concerns among customers can play a pivotal role in marketing sustainable and eco-friendly consumption choices. According to Yadav and Pathak (2017), people who express greater environmental concern tend to be more aware of the ecological consequences of their consumption decisions. When making purchasing choices, they are more likely to consider the ecological impact of products and services, such as their carbon footprint, resource usage, and sustainability. Likewise, H_2c assumes that environmental knowledge is associated with the attitude towards green consumption. These empirical results support the findings of previous studies (Nguyen and Tran, 2021; Zhang et al., 2021; Nekmahmud and Fekete-Farkas, 2021). Environmental knowledge equips individuals with the information and understanding required to make informed consumer choices. When well-informed about ecological issues, people are more likely to appreciate the significance of green consumption practices and opt for products and services that align with their values and knowledge.

The empirical results reveal a notable discrepancy between Hypothesis H₃, which posits a positive relationship between attitudes towards environmental issues and GCI, and the actual findings, which show no statistically significant links between these variables. This suggests that consumer behavior in the realm of green and sustainable consumption is influenced by a complex interplay of factors beyond environmental attitudes. While the assumption that positive environmental attitudes naturally lead to GCIs may seem intuitive, real-world consumer behavior is multifaceted and nuanced. In contrast, the results confirm H₄, indicating a statistically significant and positive connection between attitudes toward eco-social benefits and GCI. Although the effect size is small, this signifies that individuals with more favorable attitudes towards the broader ecological and societal advantages of sustainable choices are inclined to engage in GCBs, shedding light on the multifaceted nature of sustainability motivations.

As expected, H₅ suggests a statistically significant and favorable correlation between the attitude toward green consumption and GCI in the data under examination. This outcome is based on the results of Zhuo et al. (2022), who held that more positive attitudes towards green consumption and are more likely to intend to engage in GCB. Acceptance underscores the influential role of individuals’ positive attitudes towards green consumption in shaping their intention to engage in environmentally friendly and sustainable consumption behaviors. People with favorable opinions about green consumption practices are more likely to translate these attitudes into concrete intentions to make environmentally responsible choices.

According to the outcomes, H₆ suggests a statistically significant and positive relationship between subjective norms, which are influenced by social factors, views of others, and GCI. This implies that individuals’ intentions to engage in green consumption are positively influenced by subjective norms and the influence of significant others in their social circles who support and endorse GCBs. The moderate effect size and statistical significance indicate that subjective norms play a measurable role in shaping GCI. However, the outcome was consistent with previous studies (Savri et al., 2023, Savari and Khaleghi, 2023, Wang and Zhang, 2020). In the context of green consumption, when people perceive that those around them value and endorse environmentally friendly choices, they are more likely to embrace or adopt GCI as they seek to conform to these norms.

The rejection of H₇ highlights the complexity of understanding and predicting consumer intentions, especially from the perspective of green consumption. Although it might be intuitive to assume that individuals with a higher sense of control over their actions would have stronger intentions to engage in green consumption, the results of this study indicate that the connection is not statistically significant in this dataset. The outcomes satisfy past results (Wang and Zhang, 2020) and contradict those of other studies (Paul, Modi, and Patel, 2016). Consumer intention is affected by myriad factors beyond perceived behavioral control. While control over one’s actions is undoubtedly important, GCIs can be shaped by various other factors such as attitudes, values, subjective norms, and external constraints. These factors may overshadow the influence of perceived control in this context.

Hypothesis H₈ is supported by the data, indicating a statistically significant and positive link between GCI and GCB. The past study of Alam et al. (2023) confirmed this relationship. The observed relationship between GCI and GCB aligns with well-established psychological theories such as the TPB. This theory posits that intentions are strong predictors of behavior. Thus, those who express a strong desire to make eco-friendly and sustainable choices tend to be more inclined to participate in such behaviors. The moderate effect size associated with this relationship indicates that it is not only statistically significant but also practically meaningful. Similarly, H₉ is rooted in TPB. This study aligns with the research of Sheng and Zhang (2022), who found a direct relationship between perceived behavioral control and GCB. It posits that individuals who perceive a higher degree of control over their actions regarding green consumption are more likely to engage in green behavior. This finding implies that the level of perceived control determines the actual adoption of environmentally friendly practices.

According to the moderation effect, the interaction effect suggests that eco-labeling may serve as a moderator between GCI and GCB. In other words, the impact of GCI on behavior may depend on whether eco-labeling is present. The empirical results reject this hypothesis and indicate that the effect of ecolabelling on GCB may not be uniform across all levels of GCI and vice versa. In contrast, Hypothesis (H₁₁) delves into the complexity of consumer behavior by examining the interaction between two psychological constructs: self-identity and intention. This interaction suggests that self-identity as environmentally conscious may amplify or attenuate the effects of GCI on GCB.

Implications

Theoretical implications

This research contributes to the theory in terms of a new model, a new construct, and the production of new results. First, it integrates well-established psychological theories, such as the TPB and KAP, into the context of sustainable consumption. This study contributes to the continued relevance of explaining and predicting GCB by applying and validating these theories. Second, study-oriented attitudes are a three-dimensional construct rather than a single dimension. These dimensions are attitudes toward environmental issues, attitudes towards eco-social benefits, and attitudes towards green consumption. This detailed presentation of attitudes will help academicians understand their relationships with GCI in depth. For example, this study revealed that attitudes toward eco-social benefits and attitudes toward green consumption are significant predictors of GCI, whereas attitude towards environmental issues is not a significant factor. This provides new results and simultaneously provides a detailed relationship dimension.

Third, the research model stopped when GCB was observed instead of GCI. This means that the study worked with actual behavior (self-reported behavior), whereas many studies (Nekmahmud et al., 2022; Zaremohzzabieh et al., 2021) were limited to GCI, failing to supply comprehensive ideas about consumption behavior. This extension builds upon the foundations laid by van den Broek et al. (2019) and Bamberg, Möser (2007), who addressed sustainable consumption behavior through sustainable consumption intention. With the introduction of new constructs and theoretical model integration (TPB-KAP), distinct from those studies mentioned above, our extended conceptual framework offers unique insights into the determinants of pro-environmental behaviors. While previous extensions have predominantly focused on the overall population, our framework places greater emphasis on the younger population and their behavioral contexts.

Fourth, this research highlights the significance of external cues, such as eco-labeling, in shaping GCB. Moreover, it emphasizes the role of contextual factors in influencing the relationships between variables. This recognition of external and contextual influences enriches our understanding of the mechanisms underlying sustainable choices. Fifth, this study empirically validated several theoretical assumptions. For instance, it confirms the expected relationships between environmental concerns, knowledge, attitudes, and GCB. This empirical support strengthens the theoretical foundation in this area. This study explored the role of the GS and its interaction with GCI. This provides a nuanced perspective on how individuals’ self-concepts as environmentally conscious can amplify the influence of their intentions on their behavior. This highlights the importance of self-identity in the context of sustainable consumer behavior.

Sixth, the theoretical contribution of this study lies in its ability to provide a nuanced understanding of how gender and income interact with environmental variables to influence sustainability-related attitudes and behaviors by employing the multigroup analysis technique of PLS-SEM. The use of a multigroup analysis enhanced the generalizability of the study’s outcomes. This allowed a more comprehensive understanding of how environmental variables operate within different subgroups, making the results more applicable to diverse populations. By considering gender and income, this study contributes to the context of sustainable behavior. It recognizes that individual characteristics and socioeconomic contexts shape attitudes and intentions related to sustainability.

Practical implications

The results of this study offer valuable insights for policymakers, businesses, and researchers seeking to promote sustainable environmental behaviors. First, the study highlights the necessity of environmental knowledge and concern in influencing positive attitudes and intentions toward environmental issues. Policymakers should integrate comprehensive eco-literacy programs into school curricula to ensure that students acquire fundamental knowledge of environmental challenges and solutions. These programs should be tailored to resonate with Chinese youth, incorporating local environmental challenges and solutions. By ensuring that students acquire a solid understanding of environmental issues and their relevance to China’s ecosystem, policymakers can nurture a generation of environmentally conscious citizens. To engage Chinese youth effectively, policymakers should design awards and recognition programs that appeal to their interests and aspirations. Youth-focused categories could include innovative environmental projects, youth-led initiatives, and eco-friendly school practices. By showcasing the achievements of young environmental champions, these programs can inspire and empower the next generation of environmental leaders.

Second, to encourage more favorable attitudes towards eco-social benefits, campaigns, and initiatives should highlight the positive social outcomes of environmentally responsible behaviors. Public awareness campaigns targeted at Chinese youth should highlight the positive social outcomes of environmentally responsible behaviors. Utilizing social media platforms and youth influencers, these campaigns can showcase how green choices benefit communities, societies, and individuals in relatable and engaging ways. Policymakers can also consider leveraging popular cultural icons and trends to make environmental messages more appealing and impactful to young audiences. Policymakers can offer tax incentives and financial rewards to consumers who choose eco-friendly products and engage in sustainable behaviors, thus promoting positive attitudes towards green consumption. They can implement and enforce clear and credible eco-labeling standards, making it easier for consumers to identify and select environmentally responsible products, thereby fostering positive attitudes towards eco-social benefits. In addition, they can recognize and reward businesses that demonstrate a commitment to eco-social benefits and green consumption through sustainable practices and products.

Third, the findings underscore the role of attitudes towards green consumption in shaping eco-friendly consumption behaviors. Businesses should integrate eco-friendliness into their marketing strategies, emphasizing the ecological benefits of their products and services to resonate with Chinese youth’s values. By aligning with youth preferences for sustainable and socially responsible brands, businesses can drive more environmentally friendly purchasing decisions among this demographic. Additionally, policymakers can incentivize green consumption among youth through targeted initiatives such as discounts or rewards for purchasing eco-friendly products.

Fourth, recognizing the influence of subjective norms and perceived behavioral control on green consumption intention, policymakers should empower Chinese youth to lead sustainable lifestyles. Community initiatives and youth-led projects can nurture positive social norms around sustainability, encouraging peer support and collective action. Moreover, interventions should address practical barriers to green choices faced by youth, such as limited access to eco-friendly products or financial constraints.

Fifth, to foster green self-identity among Chinese youth, targeted interventions should emphasize personal alignment with green values and choices. Campaigns can highlight the role of youth in driving environmental change and showcase the positive impact of individual actions on the planet. Additionally, businesses and policymakers should enhance the visibility and credibility of eco-labels, making them more accessible and informative to youth consumers. By reinforcing the connection between green self-identity and eco-labeling, policymakers can encourage sustainable choices among Chinese youth.

Conclusion

This comprehensive study investigated the complex web of factors influencing attitudes and behaviors related to environmental issues, eco-social benefits, and green consumption among Chinese youth. Noteworthy findings from the study include the significant impact of green consumption intention and perceived behavioral control on actual green consumption behavior. Furthermore, positive associations were observed between attitudes toward eco-social benefits, attitudes towards green consumption, subjective norms, and green consumption intention. Environmental knowledge and concern emerged as influential factors positively affecting all three attitude dimensions. The study also revealed that green self-identity plays a pivotal role as a moderator between green consumption intention and behavior among young people, while ecolabelling did not show significant moderation in the same relationship. Interestingly, certain relationships, such as attitude towards environmental issues and green consumption intention, as well as perceived behavioral control and green consumption intention, were found to be insignificant. Additionally, a multigroup analysis uncovered no invariance between groups based on respondents’ gender and income level. However, this research provides valuable insights, highlighting the critical role of factors like green consumption intention, perceived behavioral control, and subjective norms while shedding light on the nuanced influence of variables such as green self-identity and ecolabelling for the Chinese youths. Certain relationships were found to be significant, underscoring the complexity of the dynamics surrounding environmental attitudes and behaviors.

While this study offers valuable insights into the links between environmental concerns, environmental knowledge, attitudes, and behaviors, it is essential to acknowledge its limitations. First, it relies on a cross-sectional design that captures a snapshot of attitudes and behaviors at a specific point in time. Sustainable behaviors often require long-term commitment and lifestyle changes. The scope of the study was limited to assessing more enduring behavioral changes, and future research should explore this aspect. Longitudinal research offers an opportunity for a deeper understanding of the evolution of these factors over an extended period. Second, this study was primarily based on self-reported data, which may have been subject to response bias, including social desirability bias. Participants may provide answers that they believe align with socially acceptable norms, potentially skewing the results, particularly for young people. Therefore, generalizing to other cohorts based on that should be done with caution. Future studies should validate the results with more investigations, considering all limitations, in the future. Third, the study identified the presence of an intention-behavior gap (e.g., H₃ and H₇), where intentions may not always translate into corresponding actions. This finding underscores the need to explore and address the factors contributing to this gap and provide a basis for future research to improve the alignment between intentions and sustainable behavior. Advanced research could incorporate new moderating variables (green trust, eco-literacy, etc.) to address the attitude-intention and intention-behavior gaps. Finally, while gender and income groups were selected due to their established relevance in the context of environmental research and consumption patterns, other demographic factors could certainly provide valuable insights. However, due to limitations such as the scope of the study, focusing on gender and income groups allowed for a more manageable and targeted analysis. Including additional demographic factors could certainly enhance the comprehensiveness of the study but might require a more extensive research design and data collection process.