Understanding sustainable consumption intention among Chinese gen Z: a moderated mediation framework

Purpose This study aims to investigate how environmental knowledge, environmental concern, attitude, subjective norms and perceived behavioral control jointly influence sustainable consumption intentions among Chinese Generation Z (Gen Z) through a stimulus–organism–response perspective. Design/methodology/approach Using partial least squares structural equation modeling, this research analyzed survey data from 675 respondents to test a chain-mediated model connecting environmental knowledge to intention via environmental concern and attitude while examining dual moderators. Findings Results show attitude, subjective norms and perceived behavioral control each positively affect intention. Environmental knowledge directly and indirectly strengthens intention through environmental concern and attitude while significantly moderating effects of attitude and perceived behavioral control on intention. Originality/value This study contributes to sustainable consumption research by providing a more integrated explanation of how sustainable consumption intention is formed among Chinese Gen Z consumers. It brings together environmental antecedents, internal psychological processes and behavioral drivers in a single empirical framework, thereby enriching current understanding of sustainable consumption in a youth context. The findings also offer practical implications for promoting sustainable behavior among young consumers and for supporting policy efforts aligned with Sustainable Development Goal (SDG) 12 and SDG 13.