Understanding the Drivers of Sustainable Consumption in China: Role of Green Self-Identity, Subjective Norm, and Demographics

As environmental issues increasingly surface, consumers are growing more conscious of their influence, leading to an amplified demand for ethical and sustainable consumption. While companies are increasingly expanding the production of sustainable products, understanding key antecedents affecting consumers’ purchase intentions toward eco-friendly products remains critical. This study investigates how functional, emotional, social, and epistemic values affect consumers’ choices when buying green products. This study posits green self-identity and subjective norm as key determinants facilitating Chinese consumers’ intentions to purchase eco-friendly products. Furthermore, the study examines how demographic traits like gender, age, and income level moderate these decisions, thereby shedding light on the decision-making processes of Chinese consumers. Data collected from 399 Chinese consumers were empirically tested against the research model by using AMOS 22.0. Our findings revealed that emotional, social, and epistemic values are significantly associated with consumers’ purchasing intention, whereas functional value has no significant role in shaping it. Green self-identity indirectly affects purchase intention by enhancing perceived value. Subjective norm significantly influences both perceived value and purchase intentions, reflecting the collectivist culture and strong social influences prevalent in China. Furthermore, the study confirms the moderating effects of consumer’s gender and age on consumer’s purchasing decision about green products. By understanding the differences in decision-making processes across these groups, practitioners can develop more effective and targeted marketing campaigns to effectively engage their target audiences.