The Impact of Environmental Risk Perception on Residents’ Green Consumption—Chain Multiple Mediating Effects Based on Environmental Responsibility and Pro-Environmental Willingness

居民消费在拉动经济增长的同时带来了环境问题，同时，从环境认知到绿色行动之间存在一定的实践鸿沟。鉴于此，本研究基于CGSS调研数据，构建“环境风险认知–环境责任感–环保意愿–绿色消费”的链式中介效应模型并进行实证检验，以期在理论上验证和扩展当前绿色消费的相关研究，并为实践上提高居民的绿色消费行为提供新的思路。研究结果表明：① 环境风险认知能显著提高居民的绿色消费行为；② 在环境风险认知和绿色消费之间，居民的环境责任感和环保意愿起着链式中介作用；③ 环境责任感是激发个体环保意愿的边界条件。只有在道德机制的作用下，居民才能克服利己主义倾向，产生环境保护意愿，从而作出绿色消费的行为选择。While resident consumption drives economic growth, it simultaneously generates environmental challenges. Moreover, a practical implementation gap exists between environmental cognition and green action. In response, this study constructs and empirically tests a chain mediating effect model “Environmental Risk Perception-Environmental Responsibility-Pro-environmental Willingness-Green Consumption”, using CGSS survey data. The research aims to theoretically validate and extend existing studies on green consumption while providing practical implications for promoting residents’ green consumption behaviors. Key findings include: ① Environmental risk perception significantly enhances residents’ green consumption behaviors; ② Environmental responsibility and pro-environmental willingness play a chain-mediated role between environmental risk perception and green consumption; ③ Environmental responsibility serves as a boundary condition that activates pro-environmental willingness. Only through moral mechanisms can residents overcome self-interest tendencies, generate environmental protection intentions, and ultimately make green consumption choices.