Why is green consumption easier said than done? Exploring the green consumption attitude-intention gap in China with behavioral reasoning theory

Abstract Many consumers have shown positive attitudes towards green consumption; however, these do not necessarily translate into intentions or behaviors. To analyze this attitude-intention and hence behavior gap, paper employs behavioral reasoning theory which extends the traditional of planned by including context-specific reasons, in addition to values global motives as possible determinants This study collected first-hand data conducting a face-to-face survey with 839 Chinese from four cities Jiangsu Province eight Anhui Province, applies structural equation modeling for analysis. The results indicate that reasons consumption affect only indirectly through attitudes, while against impact direct way, bypassing attitudes. In other words, impede intentions, despite At same time, both types are influenced environmental values. bridge we propose measures governments businesses can take raise consumers, reduce their “reasons against” increase for” consumption.