Millennial green consumption: values, social influences and heuristics

Purpose This study aims to reconceptualise the theory of planned behaviour (TPB) by proposing the rational-value-heuristic decision model, a framework designed to understand better the cognition and decision-making processes leading to consumer behaviour. Whilst the study explores this model through the lens of Chinese millennials’ green product consumption, its scope extends beyond this demographic and thus offers broader applications for understanding decision-making and behaviour. Design/methodology/approach This research carried out a structured online survey with 335 Chinese millennials, collecting data on their green purchasing behaviour. It then employed mediation analysis to investigate the relationships between constructs, identify predictors of decision-making and assess the mediation effects. Findings Findings reveal that a combination of rational evaluations, value-driven considerations and heuristic influences shapes consumer behaviour. Originality/value This study proposes the rational-value-heuristic decision model, a novel framework that reconceptualises consumer decision-making by integrating rational, value-based and heuristic components. Extending beyond the TPB, this model offers profound insights into the cognitive and behavioural processes that drive sustainable consumption, providing practical implications for marketers, policymakers and researchers across various contexts.