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Cited by 399Environmental Sustainability in BusinessEnvironmental Education and SustainabilitySustainable Supply Chain Management

Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity

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Yue, Beibei, Sheng, Guanghua, She, Shengxiang, Xu, Jiaqi·2020·Sustainability
DOI 10.3390/su12052074
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Abstract

Research on influence factors for green consumption has greatly advanced in recent years. However, little research has explored the effect of consumers’ environmental responsibility on green consumption and how this effect was mediated by environmental concern and moderated by price sensitivity, especially when consumers simultaneously pay close attention to environmental and personal interests. This study investigates the impact of environmental responsibility on green consumption via the mediation of environmental concern and the moderation of price sensitivity. The questionnaire survey method was used to collect data from 680 Chinese consumers via an online questionnaire. The empirical results reveal that environmental responsibility can promote environmental concern and enhance green consumption. Specifically, environmental responsibility has a positive impact on environmental concern and also has different positive effects on green consumption intention. Environmental concern positively affects green consumption intention and plays a partial mediation role in the relationship between environmental responsibility and green consumption intention. Price sensitivity plays a negative moderation role in the relationship among environmental responsibility, environmental concern and green consumption intention. The theoretical and managerial implications of the findings were discussed.

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  • Many consumers nowadays are willing to spend an extra price if the product carries an additional value and helps take environmental protection.

    “Many consumers nowadays are willing to spend an extra price if the product carries an additional value and helps take environmental protection (Yue et al. 2020).”

    From A Study on The Impact of Green Cosmetic, Personal Care Products, And Their Packaging on Consumer’s Purchasing Behavior in Luzon, Philippines (2023) · cites this paper as Yue et al. 2020

    Section 2.4 reports that up to 78% of respondents in a cited study would buy organic products under a price condition, supporting some willingness to buy green products despite price. Section 5.2 recommends highlighting added attributes such as low-carbon and eco-friendly qualities, but it does not establish that many consumers are willing to pay extra specifically because a product offers those values and helps protect the environment. Page numbers are unavailable in our copy. (LLM, conf=0.82)

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References 75 · Cited by 399

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Authors
Yue, B., Sheng, G., She, S., & Xu, J.
Affiliations
  • Jilin University (CN)
  • Guizhou University of Finance and Economics (CN)
  • Shaanxi University of Technology (CN)
Corresponding author
She, Shengxiang
ORCID
Venue
Sustainability
Publisher
MDPI AG
Published
2020-03-08
Volume
12
Issue
5
Pages
2074
ISSN
2071-1050 (ISSN-L)
DOI
10.3390/su12052074
OpenAlex
W3009602551
Cited by
399
References
75
Citations by year
2026: 41 · 2025: 66 · 2024: 91 · 2023: 89 · 2022: 59 · 2021: 41 · 2020: 12
FWCI
51.84
Type
journal article
Language
en
Open access
Licence
Locations
  • Sustainability (publishedVersion, cc-by)
  • RePEc: Research Papers in Economics (submittedVersion)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Funders
  • National Social Science Foundation of China (18BGL215)
  • Jilin Province Social Science Foundation of China (2019B50)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Environmental Education and Sustainability
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
Keywords
green consumption, environmental concern, price sensitivity, green consumption intention, mediating effect, moderating effect, Chinese consumers

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