Effect of Green Consumption Value on Consumption Intention in a Pro-Environmental Setting: The Mediating Role of Approach and Avoidance Motivation

Based on the theory of consumer values, this study aimed to examine the relationship between green consumption values and pro-environmental consumption intention by establishing a “value-motivation-intention” model and to check the moderation effect of green involvement. In total, 741 shoppers were recruited. Data analyses showed that (a) green consumption values positively influenced pro-environmental consumption intention; (b) the behavioral approach system positively influenced pro-environmental consumption intention, but the behavioral inhibition system did not; (c) the behavioral approach system positively mediated the relationship between green consumption values and pro-environmental consumption intention; and (d) green involvement positively moderated the relationship between green consumption values and pro-environmental consumption intention.