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Internal Motivations, External Contexts, and Sustainable Consumption Behavior in China—Based on the TPB-ABC Integration Model

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  • Bowen Qin

    (School of International Studies, Renmin University of China, Beijing 100872, China)

  • Ge Song

    (School of Environment and Natural Resources, Renmin University of China, Beijing 100872, China)

Abstract

Population expansion and the depletion of the planet’s natural resources make it necessary to look at human consumption behavior in sustainable development. The purpose of this study is to investigate the influence factors, the influence paths, and the decision-making mechanisms of Chinese consumers’ sustainable consumption behavior through the TPB–ABC integration theory. Based on survey data from 534 consumers in Dongying, China, this study used the partial least squares structural equation model (PLS-SEM) to analyze the main factors that influence the three sections of sustainable consumption behaviors, which are green purchase behavior, green transportation behavior, and recycling and resource conservation behavior. Decision-making mechanisms are discussed concerning impact pathways. The results prove that three internal motivations and two external contexts are intimately linked to customers’ behavioral decisions, with external contexts indirectly shaping individual attitudes. Furthermore, the factors that influence various types of sustainable consumption practices differ. Specifically, green purchase behavior and green transportation behavior are mainly influenced by attitude variables, and negative contexts mainly influence recycling and resource conservation behavior. Finally, the study suggested corresponding policy recommendations to promote sustainable consumption.

Suggested Citation

  • Bowen Qin & Ge Song, 2022. "Internal Motivations, External Contexts, and Sustainable Consumption Behavior in China—Based on the TPB-ABC Integration Model," Sustainability, MDPI, vol. 14(13), pages 1-19, June.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:13:p:7677-:d:846092
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    1. Lei Chen & Sheema Matloob & Yang Sunlei & Sikandar Ali Qalati & Ali Raza & Mónica Lorena Sánchez Limón, 2023. "A Moderated–Mediated Model for Eco-Conscious Consumer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-20, January.
    2. Li Yan & Xiao Dou, 2022. "Building a Low-Carbon Community: Influencing Factors of Residents’ Idle Resource-Sharing Behaviors," Sustainability, MDPI, vol. 14(23), pages 1-18, December.

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