This study investigates the impact of psychological costs on the relationship between perceived value and green consumption behavior. Using an online survey of 677 individuals in China and a structural equation model (SEM), the study examines how stress, stigma, and autonomy moderate the indirect relationships of perceived hedonic and utilitarian value with green consumption (green purchasing, recycling, and refusing disposable products) through willingness to pay a green premium (WPGP). Results show perceived value promotes green consumption via increased WPGP, with hedonic value showing stronger indirect effects than utilitarian value. However, when WPGP's influence is excluded, utilitarian value's direct association with green consumption is stronger. Stress strengthens the indirect effect of hedonic value, while stigma weakens the indirect effect of utilitarian value. These findings highlight the distinct mechanisms of perceived value and the moderating role of psychological costs, suggesting that policymakers should emphasize hedonic value, especially when psychological costs are high, but focus on utilitarian value if WPGP cannot be increased.

Changpeng Shao, Sen Lin