The bridging path of Consumers "intention-to-behavior gap" - A Chain Mediation Model Based on self-transcendence Values and perceived Behavior Control

To explore the effective bridging paths for consumers' "intention-behavior gap", this study constructs a theoretical model based on Value Theory and the Theory of Planned Behavior, with self-transcendence values as the independent variable, perceived behavioral control as the chain mediating variable, and the degree of intention-behavior alignment as the dependent variable. Four research hypotheses are proposed and verified through empirical analysis. A mixed online-offline sampling method was used to collect 428 valid questionnaires, and data analysis was conducted using SPSS 26.0 and the Hayes PROCESS macro program. The results show that: self-transcendence values have a significantly positive impact on the degree of consumers' intention-behavior alignment; self-transcendence values exert a significantly positive effect on perceived behavioral control; perceived behavioral control has a significantly positive predictive effect on the degree of intention-behavior alignment; perceived behavioral control plays a significant chain mediating role between self-transcendence values and the degree of consumers' intention-behavior alignment, accounting for 49.77% of the total effect.