Factors influencing sustainable consumption behaviors: a survey of the rural residents in China

This paper focuses on a detailed analysis of the current situation, characteristics and, most important of all, the decision-making process of sustainable consumption behaviors (SCB) of the rural residents in China. Data were gathered from surveys conducted in 35 different municipalities or counties, with a total of 1403 questionnaires randomly distributed in 50 villages among these 35 selected regions. Based on the descriptive analysis, we reveal the current situation of the rural residents' SCB and the affecting factors, including behavioral intention, environmental knowledge, perception of consequence, environmental responsibility, environmental value, perceived behavioral control, response efficacy, environmental sensitivity and also the contextual factors. The paper also uses the path analysis to clarify the decision-making process of SCB. The results show that behavioral intention plays the most important role in explaining the behaviors, while the explanatory power of the psychological variable is low in the explanation of the overall SCB and its sub-categories. Furthermore, implications for public policy and the directions of future researches are discussed.