Determinants of the proenvironmental consumption behavior of Chinese rural residents

Xingdong Wang1, Ming Tu2, Jinyong Guo1
1School of Economics and Management, Jiangxi Agriculture University, People’s Republic of China
2College of Economics and Management, Huazhong Agricultural University, People’s Republic of China
Cite this article:  Wang, X., Tu, M., & Guo, J. (2014). Determinants of the proenvironmental consumption behavior of Chinese rural residents. Social Behavior and Personality: An international journal, 42(10), 1661-1674.

Volume 42 Issue 10 | e4159 | Published: November 2014 | DOI: https://doi.org/10.2224/sbp.2014.42.10.1661

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We examined the influence of Chinese traditional cultural, psychological, and sociological factors on the proenvironmental consumption behavior (PCB) of Chinese rural residents. The results show that Chinese traditional culture (man–nature orientation and collectivism), personal attitudes (environmental cognition and environmental affect), and reference groups had a significant positive influence on proenvironmental consumption intention, which, in turn, increased PCB. Theoretical and practical implications of the findings are discussed.

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