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

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.