The Influence of Ecological Values on Green Consumption Behavior: The Mediating Role of Consumer Perceived Value

Current green consumption exhibits characteristics of "policy-driven and youth-led." This study aims to explore the impact of ecological values on green consumption behavior and analyze the mediating role of consumer perceived value in this relationship. By investigating the consumption behavior of Generation Z (born between 1995 and 2009), this paper finds that ecological values have a significant positive effect on green consumption behavior, with perceived value acting as a mediator. The results suggest that social media platforms should further guide Generation Z's green consumption behaviors through strategies such as distributing green and public welfare-related coupons. This research not only provides a new perspective for theoretical models of green consumption behavior but also offers practical guidance for enterprises and policymakers.