Research on Consumers’ Green Consumption Behavior in the Post-epidemic Era

This study investigates green purchasing behavior in the post-epidemic era, focusing on the influence of COVID-19 risk perception, perceived consumer effectiveness, subjective norms, and attitudes on eco-friendly purchasing decisions. Using the frameworks of the Theory of Planned Behavior (TPB) and Theory of Reasoned Action (TRA), a survey of 310 valid responses was conducted, with data analyzed through IBM SPSS Statistics 27 and PROCESS v4.2. The findings reveal significant positive relationships between COVID-19 risk perception, subjective norms, attitudes toward eco-friendly products, and green purchase intentions, with consumer attitudes mediating the effects of risk perception on purchasing behavior. This research uniquely integrates TPB and TRA to address the attitude-behavior gap in sustainable consumption, providing insights into green purchasing behavior in mainland China and Macau. Despite the limited sample size and geographic scope, the study highlights practical implications for businesses and governments, emphasizing the importance of improving green product quality, affordability, and marketing strategies, as well as implementing subsidies and regulatory measures. The findings emphasize the increased awareness of environmental sustainability post-COVID-19, calling for policies to enhance green consumption and support long-term ecological and social progress.