ArticleFrontiers in psychology2025
Beyond the first purchase: unpacking the continuance intentions behind sustainable consumption.
Article in Frontiers in psychology, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 1 paper.
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Who cites it
1 citing paper in PubMed.
- How green marathons are associated with pro-sustainable behavior: the chain-mediating roles of environmental empathy and self-sustainable identity.Frontiers in psychology · 2026Article
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3 authors.
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Abstract
This study investigates the continuance behavior intention (CBI) of Chinese consumers toward green products by extending the Theory of Planned Behavior (TPB) with pre-adoption experience (PAE), environmental perception (EP), attitude (ATT), subjective norms (SN), perceived behavioral control (PBC), habit (HAB), and pro-environmental self-identity (PESI). Data from 588 respondents with prior green product experiences were analyzed using partial least squares structural equation modeling (PLS-SEM). Results show that PAE positively influences ATT, SN, and PBC. EP significantly affects ATT, SN, and PBC, while HAB is crucial for sustaining green consumption. Additionally, PESI moderates the relationships among EP, ATT, HAB, and CBI. This study highlights the importance of aligning green products with consumer identities and promoting PESI through education and incentives, which provides practical insights for fostering sustained green consumption in emerging markets.
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