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Exploring the Influence of Environmental Values on Green Consumption Behavior of Apparel: A Chain Multiple Mediation Model among Chinese Generation Z

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  • Jianfang Liang

    (School of Fashion and Art Design, Xi’an Polytechnic University, Xi’an 710048, China)

  • Jingjun Li

    (Research Group MOBI, Department of Business Technology and Operations, Vrije Universiteit Brussel, Pleinlaan 2, 1050 Brussel, Belgium)

  • Qinyuan Lei

    (School of Fashion and Art Design, Xi’an Polytechnic University, Xi’an 710048, China)

Abstract

There is a problem among Generation Z regarding the insufficient perception of green apparel consumption and the “perception–action paradox”, which presents a great challenge to China’s future sustainable development. To address this problem, we constructed a chain multiple mediation research framework that explored the transmission paths between the environmental value and green consumption behavior of apparel, as well as the associated influence mechanisms; this was performed by integrating environmental responsibility and green consumption intention. Data for this study were collected through a multistage sampling survey of 657 Chinese Gen Z members born between 1995 and 2002. Our results reveal that all three types (egoism, altruism, and biospheric values) of environmental values had different direct and indirect effects on the green apparel consumption behavior for Gen Z members, but the indirect effects of each aspect significantly outweighed their direct effects. In terms of the direct effects, egoistic values had no significant direct negative effect on green apparelconsumption behavior, whereas the significant positive direct effect of the biospheric values was greater than that of altruistic values. The greatest mediating effect between the environmental values and green apparelconsumption behaviorwas green consumption intention, followed by environmental responsibility, and ending with the chain mediation effect of environmental responsibilityand green consumption intention. These findings suggest that it is imperative to stress the cultivation of green consumption intentions, environmental responsibility, and environmental values and bridge the seamless link among these variables for the promotion of green apparel consumption practices in Generation Z. This is the first study that explicitly identifies the significant chain mediating effect of environmental responsibility and green consumption intention between the environmental values and green apparel consumption behavior. Our findings broaden the theoretical research perspective of green apparel consumption behavior and provide a reference for the guiding of green consumption practices and policy formulation for the global population of Generation Z.

Suggested Citation

  • Jianfang Liang & Jingjun Li & Qinyuan Lei, 2022. "Exploring the Influence of Environmental Values on Green Consumption Behavior of Apparel: A Chain Multiple Mediation Model among Chinese Generation Z," Sustainability, MDPI, vol. 14(19), pages 1-26, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:12850-:d:936762
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    4. Yanbo Zhang & Chuanlan Liu & Yanru Lyu, 2023. "Profiling Consumers: Examination of Chinese Gen Z Consumers’ Sustainable Fashion Consumption," Sustainability, MDPI, vol. 15(11), pages 1-18, May.
    5. Tamara Vlastelica & Milica Kostić-Stanković & Tamara Rajić & Jelena Krstić & Tijana Obradović, 2023. "Determinants of Young Adult Consumers’ Environmentally and Socially Responsible Apparel Consumption," Sustainability, MDPI, vol. 15(2), pages 1-18, January.
    6. Han Zhang & Chenhan Ruan & Lei Huang & Luluo Peng & Chuangxin Guo, 2023. "Personal vs. Collective Nostalgia and Different Temporally Orientated Green Consumption," Sustainability, MDPI, vol. 15(19), pages 1-22, October.
    7. George Thomas, 2022. "Corporate Social Responsibility as a Sustainable Business Practice: A Study among Generation Z Customers of Indian Luxury Hotels," Sustainability, MDPI, vol. 14(24), pages 1-13, December.
    8. Hanzhe Li & Hui Chen, 2023. "Research on Green Consumption Based on Visual Evaluation Method—Evidence from Stone Flooring Industry," Sustainability, MDPI, vol. 15(13), pages 1-19, July.

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