Determinants of the proenvironmental consumption behavior of Chinese rural residents

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.