How E-Commerce Product Environmental Information Influences Green Consumption: Intention–Behavior Gap Perspective

Xintian Wang, Meng Peng, Yan Li (liyan@ruc.edu.cn), Muhua Ren, Tao Ma (matao@ccidthinktank.com), Weidong Zhao and Jiayu Xu
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Xintian Wang: School of Environment, Tsinghua University, Beijing 100084, China
Meng Peng: Institute of Energy Conservation and Environmental Protection, China Center for Information Industry Development, Beijing 100048, China
Yan Li: School of Ecology and Environment, Renmin University of China, Beijing 100872, China
Muhua Ren: School of Environment, Tsinghua University, Beijing 100084, China
Tao Ma: Institute of Energy Conservation and Environmental Protection, China Center for Information Industry Development, Beijing 100048, China
Weidong Zhao: Institute of Energy Conservation and Environmental Protection, China Center for Information Industry Development, Beijing 100048, China
Jiayu Xu: School of Environment, Tsinghua University, Beijing 100084, China

Sustainability, 2025, vol. 17, issue 6, 1-19

Abstract: Product environmental information is considered a useful strategy to translate consumers’ intention into actual green product purchase behaviors. The underlying theoretical explanations of the importance of information await exploration. This research applies a theory of planned behavior lens to study the theorical mechanism of how product environmental information affects consumer behaviors in the e-commerce context. E-commerce product environmental information is covered in the theoretical model as a new variable which can be studied for its impact on consumer behaviors. As results show, the intention and perceived behavioral control can both positively impact behavior. Specifically, information on behavioral consequences, mediated by perceived control of behavior, can significantly improve purchase behavior for durable products such as air conditioners. Meanwhile, information frequency can positively moderate the relation of perceived behavior control to behavior. For fast-moving consumer goods, information such as online buyer reviews and product ratings can enhance behavior through a chained mediation effect due to intention linked with subjective norms. Information also has heterogeneous impacts on consumers with different demographic attributes. These results can provide practical implications for market practitioners adopting diverse information presentation strategies to promote green products on e-commerce platforms and addressing the gap between intention and behavior.

Keywords: intention–behavior gap; green consumption; product environmental information; e-commerce (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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