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

Abstract

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.

Keywords

eco-friendly products green consumption perceived value green self-identity ESG

Introduction

The frequent occurrence of environmental issues, including extreme weather events and plastic pollution, has heightened public interest in sustainable consumption (Sun et al., 2025). Numerous companies endeavor to protect the environment through various means, such as attaining carbon neutrality and utilizing renewable materials (Di et al., 2024). Starbucks, for example, has introduced strawless lids to minimize plastic use and utilize recyclable packaging and eco-friendly paper cups (Starbucks, 2024). Apple aims to reach carbon neutrality across its products and supply chain by 2030, targeting a 75% reduction in carbon emissions compared to 2015 levels (Apple, 2024). H&M has a “Garment Collection Program” that allows customers to drop off unwanted clothes at physical stores for recycling, aiming to produce all products from sustainable materials by 2030 (H&M, 2024). Furthermore, several companies such as Google, Apple, and IKEA have been actively engaged in the RE100 program, which promotes operations powered by renewable energy sources. Heightened consumer awareness of environmental problems is driving a greater need for ethical and sustainable consumption. Thus, consumers increasingly evaluate purchase decisions based not only on traditional factors like price, functionality, and quality but also on eco-friendliness, such as the usage of sustainable materials and the product’s environmental impact. A Nielsen (2024) report indicates that 81% of global consumers believe that companies play a vital role in environmental protection. Moreover, 66% tend to pay more for green products (Nielsen, 2024). Chinese consumers increasingly pay attention to eco-friendly products. The trend has been influenced by government policies promoting sustainable consumption and consumer’s heightened awareness of environmental issues. According to a PWC survey, 72% of Chinese consumers prefer companies demonstrating environmental responsibility, in contrast to the global average of 54% (PWC, 2024). This survey indicates that Chinese consumers exhibit heightened sensitivity to environmental issues and consider eco-friendliness as an important factor when choosing products. Consequently, Chinese companies implement eco-friendly policies and expand the production of sustainable products. For instance, Alibaba promotes product development using recycled materials and minimizing plastic usage (Shao & Xu, 2023). The Chinese government also emphasizes a closed-loop supply chain, prompting several companies to launch eco-friendly products or establish recycling systems. This study explores the key facilitators affecting Chinese consumers’ sustainable consumption.

Perceived value, derived from customers buying green products, acts as a vital determinant shaping their attitude and purchase behaviors. Perceived value is defined as an evaluation in which customers weigh some benefits they can gain from a product against the costs incurred (Zeithaml, 1988). Perceived value about a product is subjective and multidimensional. We categorize perceived value into four aspects: functional, emotional, social, and epistemic values. The study confirms the distinct effect of each value on customers’ buying decision-making process regarding eco-friendly products. Consumers expect that eco-friendly products made using eco-friendly or recyclable materials for environmental protection will provide a high level of functional value (Dermody et al., 2015). For example, when purchasing an eco-friendly detergent, customers expect its cleaning power and solubility to be equal to or superior to that of regular detergents. Meeting these expectations increases the likelihood of purchase. From the perspective of emotional value, consumers can feel positive emotions, such as a sense of contributing to environmental protection and enhanced self-esteem when utilizing eco-friendly products (Luo et al., 2021). Consumers have a deeper emotional consumption experience by understanding the production process, materials, and design of green products. Social value also functions as a critical motivator in consumer purchasing intention toward green products. Social value, which includes social image and status that can be derived by purchasing eco-friendly products, acts as a primary driver of customer decisions (Roh et al., 2022). Customers who purchase eco-friendly products can be perceived by others as environmentally conscious and ethical consumers. Exploring the production process, materials, and environmental impact of eco-friendly products enhances consumers’ interest in sustainable consumption. Epistemic value refers to customer’s perception of the desire for new information or their curiosity about eco-friendly products (Awuni & Du, 2016). Epistemic value would significantly influence customer intention to purchase eco-friendly items. In this vein, we would investigate the distinct effects of four aspects of perceived value on Chinese consumers’ purchase intentions about eco-friendly products.

Green self-identity is defined as the degree to which an individual identifies as someone who cares about the environment (Confente et al., 2020). This study posits green self-identity and subjective norm as antecedents influencing perceived value and consumers’ purchase intention. Consumers perceive product purchases as an important means of expressing their values and identities. Consumers can express their environmentally friendly self-identity through ethical consumption and by being seen as environmental protectors (Salsabila & Hartono, 2023). Consumers with a high eco-friendly self-identity had the high level of perceived value and purchase intention (Confente et al., 2020). This study expects that green self-identity will have different influences on four dimensions of perceived value. Subjective norm also serves as a key antecedent in shaping perceived value and purchase intention for eco-friendly items. Subjective norm refers to the behavioral standards or expectations accepted within a specific society or group (Ajzen & Fishbein, 1980). By purchasing eco-friendly products, consumers can align their actions with the expectations and social values of others. Additionally, subjective norm enables consumers to gain social recognition and a sense of belonging within groups they consider important. This not only enhances perceived value but also increases purchase intention. Notably, Patel et al. (2020) confirmed that subjective norm is a critical facilitator in shaping customer’s purchase decisions in India and the United States. Thus, our study would examine how green self-identity and subjective norms influence the four facets of perceived value, as well as customers’ sustainable consumption.

This study examines the differences in consumers’ purchase decisions about eco-friendly products based on customers’ gender, age, and income. Numerous studies on marketing have considered sex as a key moderator in customers’ purchase decision-making (Hernández et al., 2011; Luo et al., 2021). Male customers tend to prioritize the practicality and economic aspects offered by environmentally friendly products, whereas female consumers exhibit greater sensitivity to social values and ethical motivations (Eagly et al., 1992). Luo et al. (2021) demonstrated that the determinants influencing the formation of purchase intentions differed between male and female customers. Consumer age is also expected to function as a moderating variable in customers’ purchase decisions regarding eco-friendly products (He et al., 2019). Recent trends indicate that younger customers are more interested in environmental protection. According to Deloitte’s “2023 Global Gen Z & Millennial Survey,” which gathered data from more than 20,000 Gen Z and Millennial respondents in 44 nations, a significant 59% stated they’d pay extra for environmentally friendly products. Younger customers tend to actively express their self-identity and want to fulfill their social responsibility by choosing green products (Srisathan et al., 2023). Customers’ income would serve as a moderator in environmentally friendly product purchasing decisions. Income reflects an individual’s occupational status or social class, and environmental concerns may vary depending on income level (Hernández et al., 2011). Prior research has empirically shown customers’ income significantly moderates eco-friendly product purchasing decisions. Therefore, this study would explore the moderating effects of customers’ demographics on customers’ purchasing decisions.

Theoretical Background

Perceived Value

Zeithaml (1988) suggested that perceived value is a holistic appraisal of a product’s value, which goes beyond a straightforward assessment of only price and quality. Consumers perceive value based on comparing the benefits of a product to the sacrifices incurred (Sweeney & Soutar, 2001). Consumers subjectively tend to perceive value based on their experiences with the products or services, and this value is categorized into various aspects. Proposing a multidimensional construct provides a more comprehensive reflection of the purchase experience and, therefore, more effectively predicts consumer behavior than a unidimensional construct that focuses solely on value for money (El-Adly, 2019). Research on marketing and service management notes the subjective and multidimensional nature of perceived value. Perceived value was conceptualized by Sweeney and Soutar (2001) as encompassing four dimensions. Monetary value pertains to the financial gains and expenses tied to a product’s purchase. Emotional value denotes the positive feelings the product elicits in customers. Social value refers to the recognition and status acquired from using the product in a social context. Quality value refers to the functional benefits a product offers based on its practical features.

Perceived value of eco-friendly products refers to an overall assessment that compares the benefits obtained from environmentally friendly products with the associated costs, informed by consumers’ environmental needs and sustainable expectations (Confente et al., 2020). Konuk (2018) discovered that consumers’ perceptions of high value enhance their purchase intention toward organic foods. Several studies on eco-friendly products conceptualized perceived value as a multidimensional consumption value dimension. Additionally, Luo et al. (2021) developed five dimensions of perceived value to explain customers’ purchase intention toward energy-saving products. Additionally, Yu and Lee (2019) investigated how functional, emotional, social, and green values influence consumers’ willingness to buy upcycled products.

In essence, because the different aspects of perceived value are independent, analyzing each facet individually can yield more profound insights. Sweeney and Soutar (2001) also empirically validated that conceptualizing perceived value as a multi-dimensional variable, rather than a single value dimension, can more effectively account for customer decision-making. In this vein, we would explore the distinct impacts of four dimensions of perceived value on customer’s purchasing decisions regarding eco-friendly products.

Self-identity

Self-identity serves as a key psychological mechanism that enables individuals to express themselves and influences their behavioral choices (Conner & Armitage, 1998). As self-congruity theory posits, people actively construct and display this identity by selecting and using products that match their self-image (Sirgy, 1986). The considerable impact of self-identity on behavior is empirically supported; for instance, Rise et al. (2010) showed that its inclusion in the theory of planned behavior significantly boosts its predictive power, explaining an additional 9% of the variance in intentions. van der Werff et al. (2013) posited that purchasing certain brands and products serves as an extension of the self, enabling them to reflect their identity to others. Consumers utilize green products as a way to reinforce their self-identity and convey their environmental values. The concept of green self-identity refers to the degree to which a consumer sees themselves as an individual who practices eco-conscious behaviors. Consumers with a well-developed green self-identity believe their values are in harmony with preserving nature and guarding the environment. This belief prompts them to appraise eco-friendly products positively and assign them considerable value. People who identify as environmentally conscious are more prone to engage in behaviors consistent with that identity, like opting out of single-use plastics or preferring recycled items. Consumers can reinforce their eco-friendly status and signal their environmental consciousness to others by purchasing green products. Whitmarsh and O’Neill (2010) revealed that buying eco-friendly products enables individuals to distinguish themselves and bolster their sense of belonging to groups they aspire to be part of.

Research Model

This research investigates how Chinese consumers’ perceived value of eco-friendly products influences their purchase intention. We hypothesize that both subjective norm and green self-identity directly impact consumers’ purchase intention, and also exert an indirect influence through perceived value. Additionally, we explore the moderating roles of consumer sex, age, and income in these relationships. Figure 1 illustrates the conceptual framework for this research.

Figure 1.

Research model.

Perceived Value

Functional value is defined as the economic or utilitarian benefits derived from eco-friendly products (Sweeney & Soutar, 2001). As functional value relates to the functionality and quality of eco-friendly products, customers consider it a crucial factor in their purchasing decisions. Eco-friendly products typically include more rigorous production processes than general products, incorporating additional processes such as recycling. Consequently, Green products tend to be more expensive than regular ones. The price-quality inference theory posits that a higher price leads to expectations of higher quality or functionality (Lichtenstein et al., 1993). Thus, the high price of green items is perceived as an indicator of higher quality. Consequently, when customers perceive a high level of functional value about eco-friendly ones, their buy intentions are likely to rise. Yu and Lee (2019) observed that upcycled products fulfill customers’ practical needs, such as reliability and stability, which increases their preference for these products. Ng et al. (2024) found that the functional value serves a key role in influencing customer purchasing decisions. Chinese consumers have a strong interest in eco-friendly products that may minimize environmental damage while placing a high value on their functionality and quality. Tang et al. (2014) showed that functional value associated with eco-friendly products significantly influences Chinese consumers’ purchasing decisions. Therefore, functional value would serve as a key antecedent in enhancing customers’ purchase intention.

H1: Functional value has a significant impact on customers’ purchase intention.

Emotional value refers to the emotional utility consumers derive from purchasing eco-friendly products (Sheth et al., 1991). Purchasing eco-friendly products allows consumers to experience moral satisfaction or positive emotional responses by seeing their contribution to the environment and society. Several studies have empirically demonstrated that consumers perceive both functional value and emotional value when consuming eco-friendly products (Sweeney & Soutar, 2001). Yu and Lee (2019) found the critical role of emotional value in developing customer’s buying intention, as many upcycled items are unique and irreplaceable. Amin and Tarun (2021) demonstrated that individuals who perceive high emotional value for eco-friendly products are more inclined to exhibit heightened purchase intention for such ones. Luo et al. (2021) discovered that Chinese consumers with positive emotional value for green products are more likely to purchase them. When consumers feel their involvement in activities that reduce pollution or conserve resources, it is likely to evoke positive emotions. Ng et al. (2024) suggested that it’s necessary to convey the emotional value offered by eco-friendly products to encourage environmentally friendly behavior among Chinese customers. In this study, emotional value of eco-friendly products acts as a major factor in improving customer’s sustainable consumption.

H2: Emotional value has a significant impact on customers’ purchase intention.

Social value represents the perceived benefit gained from connecting with certain social groups by purchasing eco-friendly products (Sheth et al., 1991). Choosing green products is an effective mean to express one’s social identity., and it signals that the individual cares about the environment. Consumers would be perceived as socially responsible in terms of environmental protection, so gaining social value. Yoo et al. (2013) observed that individuals who opt for environmentally friendly items often look for recognition of their participation in pro-social and pro-environmental activities. Additionally, Biswas and Roy (2015) confirmed that individuals who buy energy-saving products can attain social recognition, hence motivating their green purchasing behavior. Consequently, consumers who prioritize social value are likely to enhance the level of their intentions to purchase green items. Borah et al. (2024) showed that Chinese consumers are increasingly concerned with corporate social responsibility; thus, their social value acts as a key factor in their product purchasing decisions. Especially in collectivist societies such as China, consumers are motivated to express their social status to others through their choice of green products ( Y.Wang et al., 2019).

H3: Social value has a significant impact on customers’ purchase intention.

Epistemic value refers to as the perceived benefit gained from eco-friendly products that stimulate curiosity or fulfill the desire for new knowledge (S. N. Khan & Mohsin, 2017; Roh et al., 2022). Eco-friendly products offer consumers additional information on environmental impact, satisfying their curiosity about sustainability (Awuni & Du, 2016). Eco-friendly products, composed of different ingredients or materials compared to general products, offer new and unique experiences. Therefore, the curiosity or novelty around eco-friendly products acts as an intrinsic motivation for purchase (S. N. Khan & Mohsin, 2017). Lin and Huang (2012) discovered that consumers exhibiting curiosity toward eco-friendly products possess a heightened level of purchase intention. Biswas and Roy (2015) revealed that eco-labels and certification information provided by eco-friendly products stimulate curiosity, ultimately increasing the desire to purchase. Chinese consumers, being more attuned to environmental issues, may possess a heightened inclination to acquire knowledge about the attributes of eco-friendly products. Thus, epistemic value is expected to increase customers’ purchase intention toward eco-friendly products.

H4: Epistemic value has a significant impact on customers’ purchase intention.

Green Self-Identity

Consumers tend to purchase certain brands or products that align with their identity and social status (Belk, 1988). Confente et al. (2020) emphasized that possessions serve as an extension of the self, enabling consumers to distinguish themselves from others. Thus, self-identity functions as a pivotal motivating factor in shaping customers’ purchase decision-making within product categories that can express personal identity, such as luxury or eco-friendly products (Khare, 2015; Salem & Salem, 2018).

Green self-identity fosters environmentally friendly consumption behaviors, such as purchasing products made from recyclable materials or produced through processes that minimize carbon emissions (Salem & Salem, 2018). With the growing importance of environmentally responsible actions, green self-identity is increasingly influencing how individuals make decisions about purchasing products and selecting travel destinations (Ding & Jiang, 2025; K. Yang et al., 2024). Purchasing green items enables customers to express their identity or pro-environmental status and their commitment to environmental sustainability. Several works on marketing showed the essential role of green self-identity in sustainable consumption behaviors (Salsabila & Hartono, 2023). Confente et al. (2020) indicated that green self-identity plays a notable role in shaping perceived value and purchase intention for eco-friendly items. Given the increased exposure to environmental pollution issues in everyday life, green self-identity of Chinese consumers would play an important role in eco-friendly behaviors than those of consumers in Western countries. Notably, Dermody et al. (2015) observed that Chinese consumers have more interest in green self-identity than their British counterparts.

H5a: Green self-identity has a significant impact on customers’ purchase intention.

H5b: Green self-identity has a significant impact on functional value.

H5c: Green self-identity has a significant impact on emotional value.

H5d: Green self-identity has a significant impact on social value.

H5e: Green self-identity has a significant impact on epistemic value.

H5f: Green self-identity has a positive indirect relationship with customers’ purchase intention mediated by functional value.

H5g: Green self-identity has a positive indirect relationship with customers’ purchase intention mediated by emotional value.

H5h: Green self-identity has a positive indirect relationship with customers’ purchase intention mediated by social value.

H5i: Green self-identity has a positive indirect relationship with customers’ purchase intention mediated by epistemic value.

Subjective Norm

Subjective norm indicates the degree to which an individual’s engagement in a certain behavior is influenced by the perceptions of key individuals, including family or relatives (Ajzen & Fishbein, 1980). When consumers are uncertain about the outcome of a specific action or lack experience, the social influence of others, including friends and family, significantly affects their purchasing decisions (Van Tonder et al., 2023). Customers may feel social pressure to use eco-friendly or upcycled products to meet the expectations of significant others (S. T. Wang, 2014). Subjective norm influences consumer responsibility to engage in prosocial behavior. According to Park and Ha (2012), there was a significant increase in subjective norm levels among consumers who bought eco-friendly products when compared to those who did not. Ogiemwonyi et al. (2023) demonstrated that the opinions of significant groups or relatives about green products act a key role in influencing customer’s intention to buy them. When ethical consumption is encouraged within a close social group, such as friends, family, and colleagues, individuals would feel motivated to buy eco-friendly products to conform to these expectations. Given the collectivist nature of Chinese culture, consumers there often prioritize the views of others when shaping their values and purchase intentions for eco-friendly goods (Clark et al., 2019; Khare, 2015). Y. Wang et al. (2024) investigated Chinese consumers’ green buying behaviors, integrating insights from the theory of planned behavior and self-determination theory. This research revealed that subjective norm acts as a key determinant in forming green purchasing behaviors. Therefore, subjective norm is expected to considerably influence both the perceived value and buying intention of green products within China.

H6a: Subjective norm has a significant impact on customers’ purchase intention.

H6b: Subjective norm has a significant impact on functional value.

H6c: Subjective norm has a significant impact on emotional value.

H6d: Subjective norm has a significant impact on social value.

H6e: Subjective norm has a significant impact on epistemic value.

H6f: Subjective norm has a positive indirect relationship with customers’ purchase intention mediated by functional value.

H6g: Subjective norm has a positive indirect relationship with customers’ purchase intention mediated by emotional value.

H6h: Subjective norm has a positive indirect relationship with customers’ purchase intention mediated by social value.

H6i: Subjective norm has a positive indirect relationship with customers’ purchase intention mediated by epistemic value.

Moderating Effects of Consumers’ Demographics

Several works on marketing demonstrated that there are distinctions between men’s and women’s buying decision processes (Luo et al., 2021; X. Yang & Zhang, 2024). X. Yang and Zhang (2024) investigated how gender moderates consumers’ decision-making processes regarding green products. Male consumers are generally known to be more goal-oriented, whereas female consumers are typically more relationship-oriented (Eagly et al., 1992). When purchasing eco-friendly products, male consumers prioritize monetary or functional value, whereas female consumers are relatively more influenced by emotional and social values. N. Khan and Trivedi (2015) noted that women tend to experience a stronger feeling of accountability for safeguarding the environment, making them more likely to participate in eco-friendly actions. Additionally, age plays a moderating role in consumers’ purchasing decision-making processes. Younger consumers often exhibit greater awareness of environmental protection and are more inclined to proactively buy green items compared to older consumers. Srisathan et al. (2023) demonstrated that age acts as a key moderating factor when buying eco-friendly ones. Additionally, Luo et al. (2021) found that customers’ sex and income play significant moderating roles in eco-friendly product purchase decisions. Jain et al. (2023) noted that the elevated price premium of eco-friendly products compared to regular products influences consumers’ purchasing decisions based on their income. He et al. (2019) verified that income level moderates Chinese consumers’ decisions to purchase green items. Srisathan et al. (2023) found the varying effects of antecedents on purchase intention based on customers’ income levels.

H7: The relationship between customers’ purchase intention and its antecedents is moderated by gender.

H8: The relationship between customers’ purchase intention and its antecedents is moderated by age.

H9: The relationship between customers’ purchase intention and its antecedents is moderated by income.

Methodology

Measure Development

Survey items were based on existing validated items from previous studies on marketing and operation management to ensure content validity and reliability. The survey had two main sections. The first part gathered demographic information about respondents and assessed their level of eco-friendly product purchasing. The second section measured variables related to several values about eco-friendly product values, green self-identity, and subjective norm. A 7-point Likert-type scale was used to measure the survey items, spanning from 1, indicating “strongly disagree,” to 7, representing “strongly agree.” Two researchers in operation management developed the scale in English and made slight modifications to the wording and format based on feedback from other researchers. Finally, a Chinese researcher translated the survey items into Chinese. Table 1 provides the survey items and reference materials used in this study.

Table 1.

List of Model Constructs and Items.

Construct	Item	Question items	Source
Customer’s purchase intention	CPI1	I would consider buying green products because they pollute less.	Chan (2001)
	CPI2	For environmental protection, I will consider switching to environmentally friendly green products.
	CPI3	I definitely want to buy green and environmentally friendly products in the near future.
	CPI4	I will also recommend others to buy green and environmentally friendly products.
Functional value	FVA1	The green product is reasonably priced.	Lin and Huang (2012)
	FVA2	The green product offers value for money.
	FVA3	The green product is a good product for the price.
	FVA4	The green product would be economical.
Emotional value	EVA1	Buying the green product instead of conventional products would feel like making a good personal contribution to something better.	Lin and Huang (2012)
	EVA2	Buying the green product instead of conventional products would feel like the morally right thing.
	EVA3	Buying the green product instead of conventional products would make me feel like a better person.
Social value	SVA1	Buying the green product would help me to feel acceptable.	Lin and Huang (2012)
	SVA2	Buying the green product would improve the way that I am perceived.
	SVA3	Buying the green product would make a good impression on other people.
	SVA4	Buying the green product would give its owner social approval.
Epistemic value	EPV1	Before buying the product, I would obtain substantial information about the different makes and models of products.	Lin and Huang (2012)
	EPV2	I would acquire a great deal of information about the different makes and models before buying the product.
	EPV3	I am willing to seek out novel information.
	EPV4	I like to search for the new and different.
Green self-identity	GSI1	I think of myself as a green consumer.	Carfora et al. (2019)
	GSI2	I think of myself as a person who is interested in green consumption.
	GSI3	I think of myself as someone who is very concerned with green issues.
Subjectivenorm	SNO1	People will have a good impression of me if I purchase green products.	Kamalanon et al. (2022)
	SNO2	People will have a good perception of me if I purchase green products.
	SNO3	Most people who are important to me would expect that I should buy green products.
	SNO4	People around me influence me to buy green products.

Data Collection

To empirically test the research hypotheses, data was gathered from a self-administered survey conducted in China. This cross-sectional survey, carried out in April 2024, targeted individuals who use eco-friendly products. An online survey agency in China, which maintains a vast respondent panel, collaborated with us to distribute the questionnaire to its members. The participation was wholly voluntary, without any risks, and did not involve any form of compensation. After deleting insincere responses, 399 samples remained. Table 2 displays the demographic details of these final participants.

Table 2.

Profile of Respondents.

Demographics	Item	Subjects (N = 399)
Demographics	Item	Frequency	Percentage
Gender	Male	195	48.9
Gender	Female	204	51.1
Age	Less than 25	71	17.8
	25–34	137	34.3
	35–44	123	30.8
	More than 45	68	17.0
Average income per month(yuan)	Less than 3,000	75	18.8
	3,001–5,000	88	22.1
	5,001–10,000	177	44.4
	More than 10,000	59	14.8

Research Results

The theoretical framework was checked by using AMOS 22.0. The two-step approach of structural equation modeling was conducted (Anderson & Gerbing, 1988).

Measurement Model

This study assessed the model fit based on three key indices: comparative fit index (CFI), nonnormed fit index (NNFI), and root mean square error approximation (RMSEA). The three indices demonstrated a good model fit (χ² = 286.7, df = 278, χ²/df = 1.031, CFI = 0.999, NNFI = TLI = 0.998, RMSEA = 0.009). The model fit is considered excellent when TLI and CFI are above 0.90 and RMSEA is below 0.070.

The measurement model checked the reliability, convergent validity, discriminant validity, and common method bias. Composite reliability (CR) and average variance extracted (AVE) were evaluated to verify reliability. Reliability is satisfied if the value of CR is above 0.70 and the value of AVE exceeds 0.50 (Fornell & Larcker, 1981). Table 3 indicates that the CR and AVE values in this study were above the threshold. Convergent validity is acceptable if each factor’s loading exceeds 0.70 (Hair et al., 1998). The lowest factor loading was GSI2, with a value of 0.753, which is greater than the 0.70, thus confirming convergent validity. Discriminant validity is satisfied if the square root of each factor’s AVE is greater than its correlation with other factors (Fornell & Larcker, 1981). As shown in Table 4, the square roots of the AVE values for each factor were greater than their correlations with other factors, thereby confirming discriminant validity. Finally, because respondents concurrently completed self-report surveys, common method bias was checked by employing Harman’s single-factor test (1967). A single factor accounted for 37.78% of the total variance. This result indicated minimal common method bias.

Table 3.

Scale Reliabilities.

Construct	Item	Mean	St. dev.	Factor loading	CR	AVE
Customer’s purchase intention	CPI1	4.642	1.653	0.789	0.869	0.624
	CPI2	4.576	1.646	0.787
	CPI3	4.589	1.646	0.797
	CPI4	4.596	1.596	0.788
Functional value	FVA1	4.358	1.728	0.808	0.880	0.649
	FVA2	4.456	1.587	0.807
	FVA3	4.416	1.729	0.791
	FVA4	4.461	1.682	0.816
Emotional value	EVA1	4.571	1.647	0.797	0.859	0.671
	EVA2	4.624	1.718	0.834
	EVA3	4.617	1.641	0.826
Social value	SVA1	4.469	1.629	0.805	0.872	0.630
	SVA2	4.331	1.686	0.800
	SVA3	4.531	1.657	0.783
	SVA4	4.456	1.606	0.786
Epistemic value	EPV1	4.459	1.657	0.797	0.876	0.638
	EPV2	4.494	1.663	0.788
	EPV3	4.383	1.653	0.799
	EPV4	4.424	1.684	0.810
Green self-identity	GSI1	4.459	1.626	0.802	0.829	0.618
	GSI2	4.363	1.624	0.753
	GSI3	4.479	1.654	0.803
Subjective norm	SNO1	4.358	1.728	0.788	0.883	0.655
	SNO2	4.456	1.587	0.810
	SNO3	4.416	1.729	0.815
	SNO4	4.461	1.682	0.823

Table 4.

Correlation Matrix and Discriminant Assessment.

Constructs	1	2	3	4	5	6	7	8
1. Customer’s purchase intention	0.790
2. Functional value	0.500	0.806
3. Emotional value	0.649	0.457	0.819
4. Social value	0.586	0.521	0.550	0.794
5. Epistemic value	0.621	0.482	0.542	0.492	0.799
6. Green self-identity	0.518	0.390	0.480	0.413	0.483	0.786
7. Subjective norm	0.618	0.446	0.590	0.539	0.500	0.518	0.618	0.809

Note. Diagonal elements are the square roots of average variance extracted.

Structural Model

In this study, the model fit indices were χ² = 385.12, df = 284, χ²/df = 1.356, CFI = 0.983, NNFI = 0.980, and RMSEA = 0.030, indicating an excellent fit of the research model. The summary of analysis results is presented in Table 5. Contrary to our expectations, functional value did not have a significant effect on consumers’ purchase intention. Emotional, social, and epistemic values significantly influence consumers’ purchase intention. Green self-identity significantly influences all dimensions of perceived value; however, it did not have a significant effect on purchase intention. Subjective norm exerted a positively significant effects on functional value, emotional value, social value, epistemic value, and purchase intention. The research model explained 58.3% of the variance in consumers’ purchase intention. The analysis results are depicted at Figure 2.

Table 5.

Summary of the Results.

Hypothesis	Cause	Effect	Coefficient	t-value	Result
H1	Functional value	Customer’s purchase intention	0.089	1.636	Not supported
H2	Emotional value	Customer’s purchase intention	0.280	4.309	Supported
H3	Social value	Customer’s purchase intention	0.178	3.071	Supported
H4	Epistemic value	Customer’s purchase intention	0.232	3.773	Supported
H5a	Green self-identity	Customer’s purchase intention	0.098	1.556	Not supported
H5b	Green self-identity	Functional value	0.226	3.409	Supported
H5c	Green self-identity	Emotional value	0.251	4.091	Supported
H5d	Green self-identity	Social value	0.221	3.399	Supported
H5e	Green self-identity	Epistemic value	0.268	4.181	Supported
H6a	Subjective norm	Customer’s purchase intention	0.165	1.981	Supported
H6b	Subjective norm	Functional value	0.387	5.731	Supported
H6c	Subjective norm	Emotional value	0.499	7.668	Supported
H6d	Subjective norm	Social value	0.434	6.434	Supported
H6e	Subjective norm	Epistemic value	0.438	6.641	Supported

Figure 2.

Analysis results.

Second, we examined the mediation relationships. Table 6 displays the results of the mediation analysis. Green self-identity is shown to have a significant impact on customers’ intention to buy green products. This influence is mediated by emotional, social, and epistemic values. Furthermore, subjective norm affects customers’ purchase intention for eco-friendly products both indirectly, through emotional, social, and epistemic values, and directly.

Table 6.

Mediation Analysis Result.

Hypothesis	Specific indirect path	Path coefficient	Sobel test statistic	95% confidence interval	Result
H5f	Green self-identity → Functional value → Customer’s purchase intention	0.020	1.434	−0.007, 0.045	Not supported
H5g	Green self-identity → Emotional value → Customer’s purchase intention	0.070**	2.849	0.020, 0.107	Supported
H5h	Green self-identity → Social value → Customer’s purchase intention	0.039*	2.373	0.007, 0.075	Supported
H5i	Green self-identity → Epistemic value → Customer’s purchase intention	0.062**	2.988	0.023, 0.110	Supported
H6f	Subjective norm → Functional value → Customer’s purchase intention	0.034	1.541	−0.008, 0.064	Not supported
H6g	Subjective norm → Emotional value → Customer’s purchase intention	0.140***	3.639	0.055, 0.185	Supported
H6h	Subjective norm → Social value → Customer’s purchase intention	0.077**	2.950	0.025, 0.122	Supported
H6i	Subjective norm → Epistemic value → Customer’s purchase intention	0.102***	3.421	0.040, 0.146	Supported

p < 0.05. **p < 0.01. ***p < 0.001.

Third, to examine the moderating effects of consumers’ demographics, we conducted a multi-group analysis. We constructed two models for comparison: one where regression weights were constrained to be equal across groups, and another where no such constraints were applied. The change in chi-square was calculated. Table 7 shows the results of the moderating tests for individual paths by conducting the chi-square difference test.

Table 7.

Moderating Effects of Consumer’s Gender, Age, and Income.

Cause	Effect	Gender			Age			Income
Cause	Effect	Male (n = 195)	Female (n = 204)	Δχ²(1)	Young group (n = 208)	Old group (n = 191)	Δχ²(1)	Low income (n = 163)	High income (n = 236)	Δχ²(1)
Functional value	Customer’s purchase intention	0.019	0.123	1.136	0.092	0.097	0.043	0.145	0.045	1.005
Emotional value	Customer’s purchase intention	0.177	0.271**	0.167	0.268**	0.298***	0.066	0.216*	0.306***	0.409
Social value	Customer’s purchase intention	0.209**	0.151*	0.276	0.218**	0.128	0.427	0.294**	0.095	2.692
Epistemic value	Customer’s purchase intention	0.386***	0.107	5.813*	0.199	0.324***	0.779	0.294**	0.255***	0.035
Green self-identity	Customer’s purchase intention	−0.066	0.208**	−4.035*	0.238**	−0.123	9.792**	0.052	0.112	0.187
Green self-identity	Functional value	0.052	0.331***	2.585	0.167	0.281**	0.951	0.237*	0.204*	0.784
Green self-identity	Emotional value	−0.048	0.427***	−8.349**	0.189*	0.317***	0.373	0.373***	0.208**	1.773
Green self-identity	Social value	0.071	0.307***	3.734	0.189	0.272**	0.021	0.156	0.310***	1.406
Green self-identity	Epistemic value	0.265**	0.283***	1.794	0.194*	0.384***	1.437	0.434***	0.281***	0.082
Subjective norm	Customer’s purchase intention	0.233	0.173	0.248	0.059	0.265**	1.438	0.153	0.169	0.011
Subjective norm	Functional value	0.468***	0.324***	0.840	0.444***	0.290**	1.108	0.354***	0.402***	2.267
Subjective norm	Emotional value	0.688***	0.384***	3.208	0.568***	0.414***	1.598	0.378***	0.522***	1.303
Subjective norm	Social value	0.525***	0.368***	1.741	0.465***	0.373***	0.684	0.517***	0.348***	1.406
Subjective norm	Epistemic value	0.457***	0.410***	0.518	0.501***	0.336***	1.085	0.336***	0.405***	0.010

p < 0.05. **p < 0.01. ***p < 0.001.

The analysis showed that the effect of epistemic value on consumer’s purchase intention for eco-friendly products was more pronounced in men compared to women. Conversely, for women, green self-identity played a more significant role in relation to both emotional value and customer’s purchase intention than for men. Regarding age, younger consumers showed a stronger influence of green self-identity on their purchase intention for eco-friendly products than older consumers. These findings collectively indicate that both gender and age serve as significant moderators in the decision-making process for eco-friendly purchases. However, it was observed that income did not exert a moderating role in customer’s purchase decisions

Discussion

Implications for Research and Practice

Environmental reports from China indicate that Chinese consumers are showing a growing interest in purchasing green products (PWC, 2024). This study identified the mechanisms that shape Chinese consumers’ purchase intentions for green products. The proposed theoretical framework explained 58.3% of the variance in customer’s purchase intention. Furthermore, this study explored the distinct effect of four facets of perceived value on Chinese consumer’s sustainable consumption. Our findings confirmed the mediating role of emotional, social, and epistemic values in the connection between subjective norm, green self-identity, and customer’s purchase intention. Our findings present several academic and practical implications.

First, the analysis revealed that functional value is not associated with consumers’ intention to buy green products. Although eco-friendly goods are typically more expensive than regular ones because of additional processing or the use of sustainable materials, consumers did not prioritize functional benefits or perceived quality when making purchase decisions. This result suggests that consumers perceive eco-friendly products as lacking significant advantages in functionality or performance compared to their higher prices. The finding contradicts previous research indicating that individuals show a readiness to pay more for eco-friendly products (Dermody et al., 2015; Yu & Lee, 2019). The results demonstrate that even for eco-friendly products, customers prefer those that offer superior functionality or performance in relation to their cost. Moreover, consumers may prioritize emotional or social values over purely functional ones. This result is particularly relevant to the Chinese market, which is characterized by high unemployment rates and economic difficulties. Companies should prioritize launching eco-friendly products with improved cost-performance ratios to address consumers’ price concerns. This competitive pricing could create an environment conducive to purchasing eco-friendly products without financial hesitation.

Second, emotional value has a positively significant impact on customers’ intention to buy green products. Purchasing eco-friendly products often evokes positive feelings in consumers, including the moral satisfaction of contributing to environmental preservation. This result is consistent with previous works emphasizing the critical role of emotional value in forming consumers’ intent to buy eco-friendly products. Customers within China possess a strong desire to preserve the environment, particularly due to their experiences with environmental degradation caused by industrial activities. Consequently, purchasing green goods enables them to feel a sense of moral satisfaction and social responsibility, further reinforcing their positive emotional experiences. To effectively target Chinese consumers, companies must understand the importance of emotional value in driving their purchase intention toward eco-friendly products.

Third, this study confirmed the critical importance of social value in driving consumer purchase intention for eco-friendly products. The social identity theory posits that individuals possess an intrinsic desire to receive positive evaluations within their social groups. By purchasing eco-friendly products, customers can experience social recognition and an enhancement of their social status, further incentivizing them to make such purchases. This impact is especially noticeable among Chinese consumers, given their strong collectivist tendencies and the importance they place on social group acceptance. Thus, social value derived from purchasing eco-friendly products serves as a primary motivator for Chinese consumers. Photos of people using eco-friendly products shared on Instagram or TikTok can act as a key cue for Chinese consumers, who value group opinions and expectations, to adopt the product.

Fourth, epistemic value was found to positively influence Chinese customer’s intention to buy eco-friendly products. Unlike regular products, green products provide consumers with novelty, learning opportunities, and the pleasure of exploration. Eco-friendly products often use recycled components or bioplastics. Satisfying consumers’ curiosity and knowledge about environmental protection further boosts their likelihood of purchasing green products. Chinese consumers are showing a growing interest in sustainable products that feature both cutting-edge technologies and recycled content. By formulating marketing and operational strategies that augment epistemic value, companies can effectively promote their eco-friendly products.

Fifth, the analysis results demonstrated that Chinese consumers’ green self-identity significantly influences all types of perceived value, although it has no direct impact on Chinese consumers’ buying intention. Our findings indicated that green self-identity indirectly influences consumers’ purchase intention through perceived value. Therefore, those who consider them-selves “environmentally friendly” are more inclined to choose green products. In other words, purchasing eco-friendly products is perceived as an action that reflects their green self-identity, which serves as a powerful motivator for this choice (Hua et al., 2025). Similarly, the self-congruity theory noted that individuals prefer eco-friendly items that align with their self-image, hence reinforcing their self-concept (Sirgy, 1986). However, previous studies exhibit limitations in considering only a single dimension of perceived value and failed to examine its distinct impact on each value dimension. This study provides academic insights by analyzing how green self-identity differently influences each dimension of perceived value. Companies operating in the Chinese market must understand the importance of Chinese consumers’ self-identity on their purchase decision-making processes. Considering China faces environmental issues such as carbon emissions and pollution due to numerous factories, Chinese consumers are likely to possess a green self-identity. Therefore, companies should prioritize using eco-friendly or recycled materials in their products, given that consumers are increasingly viewing purchases as an extension of their self-identity.

Next, subjective norm positively influences Chinese consumers’ purchase intentions regarding eco-friendly products. According to social learning theory, individuals acquire knowledge through observing and replicating the behaviors of others. (Bandura, 1977). As the number of family members engaging in environmentally friendly purchases rises, consumers become more disposed to emulate these actions and buy green products. This result confirmed that when consumers perceive their relatives, including friends, influencers, and family, as having a positive evaluation and attitude toward eco-friendly products, their perceived value and purchase intention increase (Salsabila & Hartono, 2023). Furthermore, our findings revealed the significant effects of subjective norm on all dimensions of perceived value. When several consumers perceive that significant people in their lives recommend or positively perceive eco-friendly products, they experience social pressure and recognize the value of these products. This ultimately reinforces their intention to buy eco-friendly products (Y. Wang et al., 2024). Subjective norm acts a crucial motivator for Chinese consumers to buy green products in China, where family and communal opinions and expectations have a significant influence on individual behavior. Companies launching eco-friendly products in this market should leverage social media to share photos and videos of close friends or influencers using their products.

Lastly, we examined how Chinese consumers’ sex, age, and income moderate their decision-making processes. Our findings revealed that men tend to prioritize epistemic value when purchasing eco-friendly products, whereas women are more influenced by emotional value. This is consistent with prior research that women are generally more influenced by emotional value than men (Eagly et al., 1992). Men, being more goal-oriented, are motivated by curiosity about eco-friendly products, which stimulates their purchase decisions. However, for men, the effect of eco-friendly self-identity on perceived value was found to be insignificant across all dimensions of perceived value except epistemic value. Consistent with N. Khan and Trivedi (2015), who showed women to be more environmentally responsible, this study affirmed that women’s green self-identity significantly influences their purchasing choices for green products. From the perspective of age, our findings showed that the green self-identity of young consumers has a stronger effect on buying intention than that of older ones. Young consumers tend to express their identity through their purchasing decisions. Notably, young Chinese consumers consider resource depletion and environmental issues as a significant factor when making purchasing choices. Interestingly, the impact of antecedents on the purchase intention for eco-friendly products didn’t vary significantly with consumers’ income levels. This suggests that consumers, regardless of their income, exhibit similar decision-making mechanisms regarding eco-friendly products. These results indicate that companies aiming to sell eco-friendly products in China can benefit from tailoring their marketing strategies according to customers’ demographics, including sex and age. 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.

Limitations

This study has several limitations. First, a more thorough analysis of consumer decision-making processes for eco-friendly products is essential, taking into account their unique attributes. Generally, consumers’ decision-making processes vary between experience goods and search goods. As eco-friendly products can also be categorized as either experience or search goods, it’s crucial to investigate how decision-making varies based on each product’s specific characteristics. Second, this study did not consider conditional value as a primary factor among the several dimensions of perceived value. Conditional value refers to the value that arises in specific situations or conditions, typically reflecting the value that customers attribute to a product based on its usefulness and convenience in a particular context. Future research should investigate the influence of conditional value on customers’ purchasing decisions toward eco-friendly products. Finally, it’s crucial to investigate the mechanisms behind eco-friendly product purchasing decisions in consumers from developing countries like China and India, alongside those in developed nations such as the United States and the United Kingdom (Clark et al., 2019; Salsabila & Hartono, 2023). Shoppers in these different economic contexts might prioritize varied factors when making purchases. Notably, because green products often carry a higher price tag than conventional alternatives, the impact of social value and subjective norm could fluctuate based on income levels or cultural backgrounds. Future research should examine the differences in antecedents influencing customers’ purchasing decisions of eco-friendly products between customers in developing and developed countries.

Footnotes

ORCID iD

Byoungsoo Kim

Ethical Considerations

This study is exempt from IRB review under Article 13, Paragraph 2 of the Enforcement Rules of the Bioethics and Safety Act of the Republic of Korea, as it qualifies as “research that does not collect or record personally identifiable information, even if the research involves direct interaction with subjects, provided that the subjects are unspecified and no sensitive information as defined by Article 23 of the Personal Information Protection Act is collected or recorded.” All procedures performed in the study were in accordance with the ethical standards of the institutional research committee and with the 1964 Helsinki Declaration and its later amendments or comparable ethical standards.

Consent to Participate

Written informed consent was obtained from all participants during the survey period. The participation was wholly voluntary, without any risks, and did not involve any form of compensation.

Funding

The authors received no financial support for the research, authorship, and/or publication of this article.

Declaration of Conflicting Interests

The authors declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Data Availability Statement

All data generated and analyzed during the current study are included in this manuscript. The current study's data are available from the corresponding authors upon reasonable request.

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