How Ecological Anxiety Shapes Sustainable Consumption in China
Abstract
This study examines how ecological anxiety is translated into sustainable consumption behavior through the three dimensions of green product value appraisal and whether perceived government policy support strengthens this relationship in China. A cross-sectional survey of 385 consumers in the Beijing–Tianjin–Hebei region was analyzed using partial least squares structural equation modeling (PLS-SEM), including parallel mediation and moderation. The study found that ecological anxiety positively predicted sustainable consumption behavior (β = 0.249, p < .001), and the three dimensions of green product value- functional, ecological, and personal value (β = 0.420, 0.404, and 0.404, respectively; p < .001). Functional value (β = 0.052, p < .05) and personal value (β = 0.044, p < .05) significantly mediated the relationship, whereas ecological value did not (β = 0.040, p = .061). Perceived government policy support strengthened the ecological anxiety–sustainable consumption relationship (β = 0.149, p < .01). These findings advance theoretical understanding by elucidating the multi-channel emotional-cognitive-behavioral pathway and its boundary conditions and offer practical guidance for designing effective sustainability interventions.
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