Research on influence factors for green consumption has greatly advanced in recent years. However, little research has explored the effect of consumers’ environmental responsibility on green consumption and how this effect was mediated by environmental concern and moderated by price sensitivity, especially when consumers simultaneously pay close attention to environmental and personal interests. This study investigates the impact of environmental responsibility on green consumption via the mediation of environmental concern and the moderation of price sensitivity. The questionnaire survey method was used to collect data from 680 Chinese consumers via an online questionnaire. The empirical results reveal that environmental responsibility can promote environmental concern and enhance green consumption. Specifically, environmental responsibility has a positive impact on environmental concern and also has different positive effects on green consumption intention. Environmental concern positively affects green consumption intention and plays a partial mediation role in the relationship between environmental responsibility and green consumption intention. Price sensitivity plays a negative moderation role in the relationship among environmental responsibility, environmental concern and green consumption intention. The theoretical and managerial implications of the findings were discussed.

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Hiking is a form of green tourism which deserves promotion and popularization, especially in present day China. However, the risks inherent in hiking could have a negative impact on the development of hiking tourism. It is important to better understand how people perceive the risks of hiking and what type of experience attributes they prefer. However, no studies have investigated the nature of risk perception from the perspective of hikers. This study explores the dimensions of the perceived risk of hiking and investigates the associated factors of hiking risk perception as well as hiking preference. A questionnaire with 18 items was used to capture people’s perception of hiking risks, and two groups of samples were surveyed. Generally, this study identified two dimensions of perceived risk towards hiking based on a sample of hikers, i.e., physical risk and psychological risk. Demographic variables such as gender, upbringing background, and hiking frequency were shown to predict hiking risk perception while gender and hiking frequency predicted route preference. The personality trait of sensation seeking appeared to be a significant predictor of hiking preference. These findings lend themselves to market segmentation and marketing strategies on hiking tourism.

The present research attempts to understand the importance of altruistic and egoistic values in determining consumers’ motives and intention to purchase organic foods. Using the face-to-face survey approach, a total of 1,067 responses were collected from consumers in China. Data analysis was performed using a two-step structural equation modeling (SEM) approach, i.e., measurement and structural models. The findings indicated that both values influence the intention to purchase organic foods through the mediation of motives. Specifically, the altruistic value influences the environmental concern (EC), and the egoistic value influences the health concern (HC). Moreover, the perceived uncertainty negatively moderates a relationship between consumer HC and organic purchase intention while positively moderating a relationship between consumer EC and organic purchase intention. Several implications and suggestions are also discussed.

Fear and anger are basic emotions of the same valence which differ in terms of their certainty and control dimensions according to the Appraisal Tendency Framework, a theory addressing the relationship between specific emotions, and judgments and choices. Past research based on the Appraisal Theory revealed contradictory results for risky choice decision-making. However, these conclusions were drawn from Western samples (e.g., North American). Considering potential cultural differences, the present study aims to investigate whether the Appraisal Tendency hypothesis yields the same results in a Chinese sample. Our first study explores how dispositional fear and anger influence risk preferences through a classic virtual “Asia Disease Problem” task and the second study investigates how induced fear and anger influence risk preferences through an incentive-compatible task. Consistent with previous research, our results reveal that induced fear and anger have differential effects on risky decisions: angry participants prefer the risk-seeking option, whereas fearful participants prefer a risk-averse option. However, we find no associations between dispositional fear (or anger) and risky decisions.

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In view of the fact that vigorously promoting recycling has become a viable means to promote sustainable development, it is important to better understand the impact of recycling efforts on subsequent resource saving behavior. This research empirically examines the effects of recycling efforts on subsequent resource saving by analyzing the survey data of 356 college students in China. The recycling efforts, environmental self-identity and feeling of pride were measured using existing scales while saving behaviors and recycling cost were measured by developing new scales. Partial least squares structural equation modeling was performed to test the structural relationships among recycling efforts, environmental self-identity, feeling of pride, and saving behaviors. Further, the moderation role of recycling cost was tested. The results showed that (1) saving behaviors could be classified into two types based on their costliness; (2) recycling efforts have a positive effect on costless saving behaviors, while having a negative effect on costly saving behaviors; (3) both the positive and negative effect of recycling efforts on resource saving is mediated by pride feeling and environmental self-identity; and (4) recycling cost negatively moderates the effects of recycling efforts on pride feeling. We discuss the theoretical and managerial implications of the findings.

Existing studies show the role of empathy with nature in improving attitudes toward the environment. This article demonstrates that induced empathy with nature can improve environmental behaviours and commitments. We find that environmental commitment and behaviour are positively affected by empathy with nature and establish a causal model between empathy with nature and pro‐environmental behaviour. We further investigate the relationship between self‐construal (interdependent or independent), empathy with nature (existing or non‐existing) and pro‐environmental behaviour. The results indicate that participants who have empathy with nature display stronger pro‐environmental behaviour, particularly in the private domain. Commitment to the environment plays a mediating role in this relationship and self‐construal plays a moderating role. Specifically, for individuals with interdependent self‐construal, empathy with nature promotes pro‐environmental behaviour, whereas for individuals with independent self‐construal, empathy with nature has no statistically significant effect on pro‐environmental behaviour.