Sustainable Consumption Intention Among Generation Z College Students: The Mediating Role of Attitudes and the Moderating Role of Price Sensitivity

Abstract

This research examines how social media usage and environmental concerns influence the sustainable consumption intentions of Generation Z college students in China. The study delves into the mediating role of attitude in linking these two exogenous variables to sustainable consumption intention. Additionally, it examines the moderating influence of price sensitivity on the relationship between environmental concern and sustainable consumption intention, providing a nuanced understanding of the factors driving sustainable consumer behavior. Data was collected through a survey questionnaire administered to 350 Generation Z college students in Yunnan Province, China, using purposive sampling. The measurement model and the proposed mediation-moderation framework were assessed using partial least squares structural equation modeling (PLS-SEM).

The findings indicate that environmental concern has a significant impact on attitudes and intentions toward sustainable consumption, whereas social media usage plays a substantial role in shaping sustainable consumption intentions. Moreover, Price sensitivity serves as a key moderating factor in the relationship between environmental concern and the inclination toward sustainable purchasing. Given the escalating global challenges such as climate change, biodiversity loss, and pollution, this research underscores the growing importance of understanding sustainable consumption behavior.

The research findings contribute meaningful insights that can guide researchers in advancing theoretical frameworks, assist practitioners in refining their strategies, and support policymakers in formulating effective regulations and initiatives, emphasizing the roles of environmental concern and social media in promoting sustainable consumption intentions. By addressing existing research gaps, this study integrates the above-mentioned factors into a cohesive framework, aligning with United Nation’s Sustainable Development Goals SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action). This comprehensive approach not only deepens the understanding of the interplay between these variables but also surpasses previous models in its scope and detail.