Abstract
With the rising environmental awareness and growing focus on sustainable living, understanding the intrinsic drivers of green consumption behavior has become crucial. As a typical pro-environmental behavior, green consumption is shaped by internal psychological traits and external environmental stimuli, but existing research lacks a unified framework that integrates internal green values with external environmental information disclosure, and has not fully verified the chain mediating mechanisms. To address these gaps, this study develops a dual-path theoretical model based on the Elaboration Likelihood Model and the Theory of Planned Behavior, verifies the influence of green values and environmental information disclosure on green consumption, reveals their chain mediating mechanisms, and quantifies the effect sizes of the two pathways. The results show that all proposed relationships are statistically significant. The total effect of the central rational pathway, driven by green values, is approximately three times that of the peripheral perceptual pathway, stimulated by environmental information disclosure. This study contributes to theoretical advancements in understanding the driving mechanisms of green consumption and provides practical implications for enterprises and governments aiming to optimize strategies for guiding sustainable consumption behavior.
Recommended Citation
Tan, Jing; Liu, Mengyao; and Wang, Rui, "The Dual-Path Mechanism of Green Values and Environmental Information Disclosure on Green Consumption Behavior" (2026). ICEB 2026 Proceedings (Beijing, China). 93.
https://aisel.aisnet.org/iceb2026/93