This study explored the consumer behavior of intention to purchase green products based on a decision-making model that integrates cognitive attributes, affective attributes, and behavioral intentions in Belt and Road countries. The questionnaires were collected from customers who previously purchased green products; this study distributed the questionnaires at the appliance section of the department stores and collected 227 valid responses. Environmental attitude, product attitude, social influence, and perceived monetary value positively affected purchase intention; among these attributes, product attitude most substantially affected purchase intention. Cognitive values (collective and individual) significantly and positively affected environmental and product attitudes. Regarding individual environmental literacy, objective knowledge did not significantly affect environmental attitude, whereas subjective knowledge positively and significantly affected product attitude. In addition, both environmental awareness and government role (extrinsic motivating attributes) significantly and positively affected environmental and product attitudes for sustainable consumption. Media exposure also exerted a significant positive effect on environmental attitude for reducing, reusing and recycling emissions.This study implied that consumers do not consider green product attributes at all but instead are affected by other attributes, such as cognitive values, individual environmental literacy, price, and brand equity. Thus, the environmental attitude would be overruled by self-efficacy, the importance of product recycling, convenience, and unexpectedness. Therefore, this study explored the influence of environmental and product attitudes and purchase intention regarding green appliances based on the affective domain in the choice behavior model [6]. This study considered the Belt and Road Initiative (B&RI) countries. The Chinese government has promoted this initiative in the hopes of developing new market features.Although the literatures argue that consumers do consider green product attributes [7-9], these considerations are often pushed to the background. This study proposed that there is a trade-off in the evaluation of green product attributes that influences purchasing decisions, e.g., consumers tend to focus on product attributes first followed by green product attributes. To examine this assumption, this study focused on the trade-off between green and other product attributes on purchasing intentions. Specifically, cognitive value, individual environmental literacy and extrinsic motivating attribute are likely to be important predictors of consumer purchasing behavior because they steer the focus to specific product attributes. The aim of this study was to examine our assumption that consumers tend to focus on product attributes first followed by green product attributes and how this relationship depends on one's values. In addition, a few studies have discussed the relationships among environmental knowledge, attitud...

Food packaging is costly to consumers and generates a huge volume of packaging waste, especially in Indonesia. Prior studies have neglected to construct a causal sustainable consumption intention model in food industry and link to the consumer willingness to pay under preference uncertainties. To address the gaps, this study explores consumer attributes to build a causal sustainable consumption intention model and takes the model to address the consumer willingness to pay under preference uncertainties. This study proposes a causal model that integrates five aspects of sustainable consumption intention model: (1) sustainable consumption knowledge, attitudes, and behaviors; (2) government policy and regulation on sustainable consumption; (3) recycled packaging eco-labeling certification; (4) supply chain innovation and infrastructure; and (5) sustainable product purchasing features. This study uses the fuzzy Delphi method to confirm the reliability and validate the criteria and applies cause and effect model to address the causal model. In addition, this study collects 428 valid responses to address the willingness to pay for causal sustainable consumption intention model and a cognitive best-worst choice experiment to confirm the model in the food industry. The result reveals that recycled packaging eco-labeling certification is the major aspect for enhancing the model, followed by government policy and regulation and supply chain innovation and infrastructure. In practice, consumers incur inconvenience in purchasing sustainable food products but prefer recycled packaging material at a standardized price.