Significance of the environmental value-belief-norm model and its relationship to green consumption among Chinese youth

The objective of this study was to examine the relationship between the variables of the value-belief-norm (VBN) theory and the adoption of green consumption behaviors among Chinese youth. The online survey questionnaire was distributed to a convenience sample of young Chinese consumers aged 18–35 years through the platforms WJX and WeChat. The data collection period spanned from September to December 2022. The analysis involved a total of 1074 participants, and the statistical technique employed was partial least squares structural equation modeling (PLS-SEM) using Smart-PLS 4.0. Common-method bias, multivariate normality, validity, and reliability were also assessed. The results revealed that biospheric values (BV), altruistic values (AV), the new ecological paradigm (EP), awareness of consequences (AC), the ascription of responsibility (AR), and personal norms (PN) significantly and positively influenced intention toward green consumption practices (IGP), which, in turn, had a significant positive influence on the adoption of green consumption practices (AGP). Additionally, GT did not moderate the association between IGP and AGP. This study contributes to the literature on green consumption by analyzing VBN theory’s influence on Chinese youth’s behavior toward green consumption practices to understand and promote green behavior. This study’s findings suggest that promoting ecological awareness and responsibility, developing green values and trust, and strengthening personal norms can encourage green consumption practices among Chinese youth. Policymakers, businesses, and marketers can benefit from these findings to promote green consumption and sustainability in China.