Cleaner and Responsible Consumption 12 (2024) 100165

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Cleaner and Responsible Consumption

journal homepage: www.journals.elsevier.com/cleaner-and-responsible-consumption

The impact of environmental literacy on residents’ green consumption：

Experimental evidence from China
Lanting Liu a, b, *, Grace R. Tobias b
a
School of Economics and Management, Shandong Youth University of Political Science, Jinan, Shandong Province, China
b
College of Business Administration, University of the Cordilleras, Baguio, Philippines

A R T I C L E I N F O A B S T R A C T

Keywords: The environmental pollution and climate change caused by rapid industrialization and economic growth have
Environmental literacy become worldwide concerns. In order to alleviate environmental pressures and seek sustainable development
Environmental behavior skills pathways, green consumption has become a focal point of attention. However, the practice of green consumption
Environmental responsibility
often constrained by individuals’ levels of environmental literacy. Therefore, this study focuses on Shandong
Green consumption
Sustainable development
Province, comprehensively assessing residents’ environmental literacy through four dimensions: environmental
values, environmental responsibility, environmental problem perception, and environmental behavioral skills.
Similarly, residents’ green consumption is evaluated through four dimensions: green products, material recy­
cling, biodiversity conservation, and efficient use of energy. The study investigates the connection between these
two aspects to provide robust support for regional sustainable development. Data from 210 valid surveys
collected through online questionnaires in Shandong Province revealed a generally high level of environmental
literacy and green consumption, but relatively lower performance in dimensions like environmental behavioral
skills, green products and material recycling. Further analysis demonstrates significant positive correlations
between the four dimensions of environmental literacy and green consumption. Notably, environmental behavior
skills and environmental responsibility played pivotal roles in influencing green consumption.

1. Introduction China’s carbon dioxide emissions reached 10,587.6 million metric tons
in 2021, accounting for 31.2% of the global emissions, making it the
As global industrialization continues to advance, ecological issues largest emitter of greenhouse gases. In order to drive the economy to­
like environmental pollution and climate change are becoming wards green, low-carbon, and sustainable growth, China proposed the
increasingly pronounced. The process of industrial development targets of "carbon peak" by 2030 and "carbon neutrality" by 2060. In
unavoidably involves substantial energy consumption, particularly from January 2022, departments including China’s National Development
the combustion of traditional fossil fuels, leading to a significant rise in and Reform Commission issued the "Implementation Plan for Promoting
carbon dioxide emissions and triggering severe greenhouse effects. Green Consumption," aiming to establish public awareness and volun­
Hines (1973) proposed that environmental deterioration can be attrib­ tary adoption of green consumption practices by 2030. Green con­
uted to three types of events: depletion, pollution, and ecological sumption, as a crucial part of environmental behavior, has garnered
disruption, with the major degenerative changes in our era largely significant attention. At the local level, Shandong Province, with its
resulting from human activities. Khan and Imran (2023) also argued that substantial population and thriving economy, plays a vital role in the
human activities are the primary drivers of the global issue of climate mission to construct a leading region for green, low-carbon, and high-
change. However, climate change and environmental disruption, in quality development. A survey conducted by Qilu Evening News in
turn, seriously threaten human existence. Bibi and Rahman (2023), 2023 revealed that 78.36% of Shandong residents have already
focusing on the agricultural sector, contended that climate change has embarked on engaging in green consumption and adopting a low-carbon
adverse effects on soil properties, ultimately posing a threat to food lifestyle. Among them, 30.24% have consistently practiced and inte­
security and the agricultural ecosystem. grated these behaviors into their daily lives.
According to data from the BP Statistical Review of World Energy, Green consumption is not merely a purchasing behavior, it is also a

* Corresponding author. School of Economics and Management, Shandong Youth University of Political Science, Jinan, Shandong Province, China.
E-mail address: [email protected] (L. Liu).

https://doi.org/10.1016/j.clrc.2023.100165
Received 16 February 2023; Received in revised form 18 December 2023; Accepted 22 December 2023
Available online 27 December 2023
2666-7843/© 2023 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-
nc-nd/4.0/).
L. Liu and G.R. Tobias Cleaner and Responsible Consumption 12 (2024) 100165

reflection of a lifestyle and environmental consciousness. John and Julia works, based on different assumptions, share some commonalities. Roth
(1987) were among the first to systematically discuss green consump­ (1992) proposed four dimensions of environmental literacy: knowledge,
tion, defining environmentally-friendly products as those that are skills, affect, and behavior. Simmons (1995), from the perspective of
non-polluting, resource-efficient, safe for humans, and harmless to na­ environmental education, suggested seven components of environ­
tional development. Sun et al. (2019) argued that green consumption mental literacy: affect, ecological knowledge, socio-political knowledge,
can help balance the satisfaction of needs and environmental protection knowledge of environmental issues, cognitive skills, environmentally
throughout the entire consumer process, including product selection, responsible behaviors (ERB), and additional determinants of ERB.
utilization, and disposal. However, the practice of green consumption is McBride et al. (2013), in their comparative analysis of environmental
significantly influenced by individuals’ level of environmental literacy. literacy, ecological literacy, and ecoliteracy, also referenced this study.
Roth (1968) introduced the concept of environmental literacy, sug­ Expanding on this groundwork, Kaya and Elster (2019) further broaden
gesting that environmentally literate individuals should possess envi­ the scope of environmental literacy by proposing that forthcoming
ronmental knowledge, attitudes, and sensitivity, as well as research in this field should encompass dimensions such as morality,
problem-solving, cooperation, coordination, and planning skills that ethics, motivation, and sustainability. Building on previous research,
contribute to environmentally-friendly behavior. Maurer and Bogner Wang and Tou (2021) categorized environmental literacy into four di­
(2020) viewed environmental literacy as a concept that integrated mensions: environmental values, environmental responsibility, envi­
cognitive knowledge, environmental values, and ecological behavior. ronmental problem perception, and environmental behavior skills. Their
With the progress of human civilization, improved education, and analysis of environmental literacy encompasses individual’s progression
higher demands for health, citizens are increasingly valuing the natural through stages of knowledge acquisition, awareness formation, and the
environment. Analyzing the influence of consumers’ environmental development of behavior skills.
awareness on green consumption in the new era is more in line with
reality. 2.2. Green consumption
However, present research on green consumption tends to focus
more on green products, which may not fully represent the essence of In response to the challenges posed by scarce resources and envi­
green consumption. There are also varying interpretations of environ­ ronmental pollution, sustainable consumption endeavors to enhance the
mental literacy. Additionally, Shandong Province holds a significant quality of life and mitigate environmental impact by reducing con­
position in terms of population, economy, and industry, making it sumption (Jackson, 2005; Seyfang, 2005). Saniuk et al. (2020) and
crucial in the pursuit of green and low-carbon development. There is a Glavič (2021) organically integrate Industry 4.0 with the concept of
lack of relevant research in this area at present. Hence, this study aims to sustainability, emphasizing the importance of developing Industry 4.0 to
investigate whether environmental literacy among residents in the support consumer behavior oriented towards sustainable consumption.
Shandong Province significantly influences green consumption This concept manifests as conscious and sustainable consumption
behavior. Furthermore, it delves into the varying importance of different behavior within the growing community of electronic consumers
dimensions of environmental literacy in green consumption. By (Gajdzik et al., 2023).
addressing this question, the study seeks to provide concrete policy Resource-intensive lifestyles have led to unsustainable consumption
recommendations and guidance for Shandong Province and other re­ patterns, necessitating a shift towards more sustainable modes of con­
gions in their endeavors to promote green, sustainable growth. A survey sumption (Tripathi and Singh, 2016). John and Julia (1987) first
questionnaire was designed to comprehensively assess the current levels introduced the concept of green consumption in their book, suggesting
of environmental literacy and green consumption among residents in that green consumption products should be pollution-free, resource ef­
Shandong province across multiple dimensions. Subsequently, ques­ ficiency, and pose no harm to human safety and national development.
tionnaire data were analyzed to determine the correlation between They emphasized that products should not be obtained from endangered
various indicators of environmental literacy and green consumption, species or through illegal hunting. Gilg et al. (2005) argued that research
providing initial insights into their interrelation. Building upon this on green consumption needs to be discussed in a broader context,
foundation, regression analysis was conducted to explore causal re­ shifting from "green" to "sustainable" to include activities that may not
lationships and impact coefficients. Of particular focus was the distinct necessarily have green certification. Peattie (2010) proposed that green
role played by different dimensions of environmental literacy in green consumption involves meeting needs, improving quality of life,
consumption. increasing efficiency, reducing waste, and adopting a lifecycle
perspective. The development of more environmentally sustainable
2. Literature review consumption and production systems relies on consumers willing to
adopt "greener" consumption behaviors. To measure green consumption
2.1. Environmental literacy more comprehensively, Kim et al. (2012) developed a comprehensive
measurement indicator, including health-conscious green consumption
The concept of environmental literacy first appeared in an article by behavior, resource-conscious green consumption behavior, and socially
Roth (1968) in response to the question, "How do we know a citizen has conscious green consumption behavior. In the study by Huang et al.
environmental literacy?" In the 1990s, Roth (1992) reviewed the (2022), the evolutionary path of green consumption was summarized as
development of environmental literacy, defining it as the ability to "production side — market side — consumption side," emphasizing
perceive and interpret the relative health of environmental systems and consumers’ emotional cognition in green consumption, which is crucial
take appropriate actions to maintain, restore, or improve the health of for the upgrade of green consumption.
these systems. Environmental literacy is a knowledge domain encom­ When addressing consumer ecological issues, terms such as "green
passing the interactive relationship between humans and the environ­ consumption", "sustainable consumption", "responsible consumption"
ment, involving the integration of multiple disciplines (Scholz and (Webb et al., 2008; Gunawan et al., 2020), and "environmentally
Binder, 2011). Its prevalence has been increasing in the field of envi­ friendly behavior" (Rubens et al., 2015) are often interchangeably used
ronmental education. Subsequent studies focused on students and (Tripathi and Singh, 2016). Young et al. (2010) equated sustainable
teachers, investigating the role of environmental education in enhancing consumption with the green consumption behavior when purchasing
environmental literacy, yielding positive feedback (Aminrad et al., products. In the realm of consumer environmental literacy research, the
2013; Craig and Allen, 2015; Kidman and Casinader, 2019; term “green consumption” is frequently employed, signifying its pivotal
López-Alcarria et al., 2021). role as a significant practice within sustainable consumption (Beatson
In the study of the framework of environmental literacy, many et al., 2020). Therefore, drawing upon the studies of Gilg et al. (2005)

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L. Liu and G.R. Tobias Cleaner and Responsible Consumption 12 (2024) 100165

and Peattie (2010), this paper opts to delve into the analysis of "green conventional products (Lin et al., 2012). Haws et al. (2014) developed a
consumption" from a sustainable perspective. green scale to capture consumers’ green consumption values and found
that stronger green consumption values increased preferences for envi­
2.3. Environmental literacy and green consumption ronmentally friendly products. Among these values, social and recog­
nition values were more likely to attract consumers’ attention to green
Based on the Theory of Planned Behavior (Ajzen, 1991), green products (Mohd Suki and Mohd Suki, 2015). Numerous studies have
consumption is the outcome of deliberate planning, influenced by a affirmed the positive impact of environmental values on green con­
combination of factors including attitudes, norms, and behaviors. sumption behavior (Hu, 2019; Chatterjee et al., 2022). Lin and Niu
Environmental literacy, on the other hand, serves as a comprehensive (2018) and Li et al. (2021) focused on energy-efficient appliances,
indicator addressing an individual’s cognitive understanding of the suggesting that environmental concern and knowledge positively in­
environment. Ruangkanjanases et al. (2020) conducted a study on the fluence attitudes toward purchasing energy-efficient products, and using
antecedents of consumers’ willingness to purchase green products and eco-labels to obtain energy efficiency information inclines individuals to
found a significant positive correlation between environmental literacy make more eco-friendly purchases. Studies by Priyadarsini et al. (2022)
and planned behavior. They also observed that consumers’ subjective and Xin and Long (2023) confirmed the impact of green packaging and
norms were not correlated with planned behavior, suggesting that eco-labels on consumer environmental attitudes. Consumers’ environ­
voluntary participation in the green trend is more crucial than manda­ mental attitudes promote perceived value, motivating them to purchase
tory social pressure. Biswas (2020) constructed a higher-priced green products (Tseng and Tsai, 2011). Environmental
literacy-sustainability-lifestyle-health modeling framework, confirming responsibility has also been proven to be one of the driving factors for
that environmental literacy contributes to the transition of individuals green consumption, with a significant positive influence on
towards a more sustainable society and healthier lifestyles. Wang and pro-environmental behavior (Yue et al., 2020; Bert et al., 2023).
Tou (2021) assessed the impact of individual environmental literacy on Research on environmental literacy and green consumption has
green consumption behavior through field survey data, suggesting that achieved some results. However, the measurement of green consump­
individuals with higher environmental literacy are more likely to pay tion in the studies is primarily centered around the purchase of green
attention to environmental issues and the impact of their behavior on products, particularly green household appliances (Kim et al., 2012; Li
the environment, making them more inclined to adopt environmentally et al., 2021; Xin and Long, 2023), indicating a relatively narrow scope of
friendly green consumption behavior. Literature analysis by Tian and investigation. Regarding the composition of environmental literacy,
Chen (2023) highlights that environmental literacy consists of three diverse perspectives exist, and there is a lack of comparative discussions
main aspects: environmental knowledge, environmental awareness, and on how different dimensions of environmental literacy impact green
environmental behavior. Their study indicates that while possessing consumption. The researchers posit that the cultivation of environ­
higher levels of environmental knowledge and awareness may not mental literacy begins with individuals receiving environmental edu­
directly result in increased environmental behavior, lower levels of cation, forming correct environmental values, gradually internalizing a
environmental knowledge and awareness are likely to lead to reduced heightened sense of environmental responsibility, accurately perceiving
environmental-friendly practices. In the construction industry, Al environmental issues around them, and ultimately guiding individual
Mamun et al. (2023) observe that environmental literacy significantly environmental behavior. Different stages of environmental literacy play
impacts environmental beliefs and awareness of consequences among distinct roles in green consumption. Consequently, environmental lit­
Malaysian working adults, ultimately influencing their sense of re­ eracy is divided into four dimensions: environmental values, environ­
sponsibility and willingness to pay higher prices for green buildings. Arif mental responsibility, environmental problem perception, and
et al. (2023) explored the impact of residents’ environmental literacy on environmental behavior skills. Similarly, green consumption is catego­
land degradation and riparian zones from the perspectives of knowl­ rized into four dimensions: green products, material recycling, biodi­
edge, attitude, and behavior, suggesting that people’s activities in ri­ versity conservation, and efficient use of energy. A comprehensive
parian areas can lead to adverse consequences due to environmental investigation and assessment of the impact of environmental literacy on
ignorance. Additionally, biodiversity conservation is an integral part of green consumption among residents in Shandong province will further
green consumption. Bickford et al. (2012) pointed out that human ac­ explore the varied effects of different dimensions of environmental lit­
tivities are pushing the Earth’s ecosystems to the brink of collapse, eracy indicators on green consumption. This research aims to provide
emphasizing the need for proactive efforts to increase environmental meaningful insights for the sustainable development of the regional
literacy and protect biodiversity. These studies collectively indicate that economy. The research framework is summarized in Fig. 1.
residents’ environmental literacy plays a positive role in green con­ Building upon this foundation, the researchers propose the following
sumption, becoming a widespread consensus with significant implica­ research hypotheses.
tions for guiding environmental policy-making by government
H1. Environmental literacy significantly promotes green consumption
departments and promoting sustainable development. However, there
behavior.
are few studies presenting different views, suggesting that environ­
mental literacy does not significantly contribute to consumers’ ecolog­ H2. Different dimensions of environmental literacy have varying de­
ical purchase choices (Kheiry and Nakhaei, 2012). grees of influence on green consumption.

2.4. Environmental literacy dimensions and green consumption

Environmental literacy encompasses dimensions such as environ­

mental awareness, environmental values, and environmental re­
sponsibility. Research on the correlation between different dimensions
and green consumption lays the foundation for sustainable develop­
ment. According to environmental education theory, enhancing in­
dividuals’ awareness and understanding of environmental influences
their green consumption behavior. Environmental consciousness plays a
significant role in the utilization of green products. Consumers with
environmental awareness typically tend to increase their usage of green
products to compensate for any shortcomings when compared to Fig. 1. Research framework.

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L. Liu and G.R. Tobias Cleaner and Responsible Consumption 12 (2024) 100165

3. Data and methodology products made from wild animals;11. Plastic packaging can be ingested by
animals, causing suffocation;12. Consider the impact on biodiversity when
3.1. Study area choosing food.), and efficient use of energy (13. Opt for eco-friendly
transportation and reduce private car usage;14. Practice "clean plate" ac­
Situated in the eastern coastal region of China, Shandong Province tion during meals;15. Conserve water through reuse;16. Save electricity by
boasts a diverse economic landscape encompassing agriculture, in­ promptly turning off unused appliances.).
dustry, and the service sector. This diversity exposes the region to
distinctive environmental pressures related to carbon emissions and 3.4. Data collection
resource utilization. Ranked second in total population nationwide, the
complexity of Shandong’s population contributes to a comprehensive An online platform was utilized for survey questionnaire distribu­
understanding of residents’ perceptions and behaviors regarding envi­ tion. Out of the initial 251 sampled individuals, a total of 210 valid
ronmental issues. Moreover, Shandong Province is committed to questionnaires were collected, resulting in an effective response rate of
achieving sustainable development goals and plays a pivotal role in the 83.67%. The obtained sample data exhibit substantial internal diversity
significant mission of green, low-carbon, and high-quality development. (Table 1). Urban residents constitute 62.9% of the sample, while rural
Therefore, Shandong Province was selected as the research area. residents make up 37.1%. The gender distribution shows 55.7% female
and 44.3% male respondents. In terms of age distribution, the sample
3.2. Sampling method predominantly consists of younger individuals, aligning with e-com­
merce consumption patterns and habits. With the increasing prevalence
To ensure the representativeness of research findings, random sam­ of education, the majority of the sample holds an educational back­
pling was employed. Throughout the sampling process, consideration ground of at least a college degree. Residents’ income also displays
was given to key factors, including residence, age, gender, educational certain variability, closely tied to their engagement in green
level, and income. By incorporating these multidimensional consider­ consumption.
ations, we constructed a sample group that is broadly representative.
Specifically, several sample points were randomly selected from urban
3.5. Data testing
and rural areas across Shandong Province. At each sample point, hier­
archical divisions were made based on different age, gender, educational
3.5.1. Reliability analysis
level, and income, ensuring adequate representation of each subgroup in
Reliability analysis is used to investigate whether the data is genu­
the sample. Ultimately, 251 samples were drawn, a sample size deemed
inely reliable. The commonly used reliability analysis method is Cron­
statistically sufficient to support the research objectives.
bach’s coefficient alpha, which indicates the extent to which the
questionnaire items effectively represent internal consistency. A higher
3.3. Questionnaire design
α value suggests higher internal consistency, while α < 0.6 indicates a
weak internal consistency or an unacceptable range of the question­
The questionnaire assesses respondents’ attitudes using the Likert
naire. The researchers conducted reliability analysis on the question­
five-point scale, with values assigned as 5 (strongly agree), 4 (agree), 3
naire data and obtained an overall Cronbach’s coefficient alpha of
(neutral), 2 (disagree), and 1 (strongly disagree). The first part consists
0.926, indicating high reliability. The specific results of each indicator
of the respondents’ basic personal information, including factors such as
are shown in Table 2.
their daily residence, gender, age, educational level, and monthly
The environmental literacy scale consists of 12 items with an alpha
average income. This information aims to understand the personal
coefficient of 0.835. The values of the four dimensions are also above
characteristics of the respondents. The second part involves measuring
0.7, indicating a good internal consistency. The green consumption scale
the level of environmental literacy among the residents, following the
comprises 16 items with an alpha coefficient of 0.907. Among the four
framework proposed by Wang and Tou (2021). Environmental literacy is
dimensions, all values are all above 0.7 except for the biodiversity
divided into four dimensions: environmental values (1. Harmony between
conservation, which is still within an acceptable range at 0.643. Overall,
humans and nature is essential;2. Animals and plants have equal rights to
the scale has passed the reliability test and exhibits good reliability.
survival as humans;3. Human-induced destruction of nature often leads to
catastrophic consequences.), environmental responsibility (4. I am
responsible for making efforts to conserve resources and protect the envi­ Table 1
ronment;5. I feel guilty when littering without regard;6. If everyone recognizes Demographic characteristics of the respondents.
the necessity of environmental protection, our future generations will benefit Statistics Classification indicator Number Percentage
from it.), environmental problem perception (7. My consumption activities characteristics (%)

can impact the natural environment;8. Despite humanity’s ability to alter Residence Urban 132 62.9
nature, it is still essential to abide by natural laws;9. The notion that hu­ Rural 78 37.1
Gender Male 93 44.3
manity is currently facing an ecological crisis is an exaggeration.), and
Female 117 55.7
environmental behavior skills (10. Promptly intervene in environmentally Age 20 below 65 30.9
harmful behaviors occurring around me;11. Place litter discarded by others 21–30 78 37.1
into the trash bin;12. Promote environmentally friendly practices to others.). 31–40 39 18.6
The third part assesses residents’ green consumption behavior. The re­ 41–50 18 8.6
51 above 10 4.8
searchers integrated recent changes in consumer habits and consump­ Education level Junior high school or below 8 3.8
tion patterns and divided green consumption into four dimensions: High school or technical 20 9.5
green products (1. Choose environmentally friendly household appliances secondary school
with minimal environmental impact;2. Replace used products for environ­ junior college 55 26.2
Undergraduate 89 42.4
mental reasons;3. Pay attention to eco-friendly products and thoroughly
Graduate 38 18.1
understand them;4. Refuse to buy products with excessive packaging.), ma­ Monthly income 3000 yuan or less 37 17.6
terial recycling (5. Sort household waste to facilitate recycling;6. Reuse 3001-6000yuan 65 30.9
eco-friendly shopping bags;7. Try to minimize the use of disposable table­ 6001-9000yuan 63 30
ware;8. Repurpose unused items before considering disposal.), biodiversity 9001-12000yuan 30 14.3
12001 yuan or above 15 7.1
conservation (9. We should conserve paper to protect trees;10. Reject

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L. Liu and G.R. Tobias Cleaner and Responsible Consumption 12 (2024) 100165

Table 2 Table 4
Cronbach’s coefficient alpha of the questionnaire. Likert five-point scale of environmental literacy and green consumption.
Variable Number of items Cronbach’s α Scale Descriptive Statistical Interpretation
Equivalent Limit
Environmental literacy 12 0.835
Environmental values 3 0.709 5 Strongly agree 4.21–5.00 Very high level of environmental
Environmental responsibility 3 0.793 literacy/green consumption
Environmental problem perception 3 0.711 4 Agree 3.41–4.20 High level of environmental literacy/
Environmental behavior skills 3 0.801 green consumption
Green consumption 16 0.907 3 Neutral 2.61–3.40 Moderate level of environmental
Green products 4 0.762 literacy/green consumption
Material recycling 4 0.810 2 Disagree 1.81–2.60 Low level of environmental literacy/
Biodiversity conservation 4 0.643 green consumption
Efficient use of energy 4 0.785 1 Strongly 1.00–1.80 Very low level of environmental
Total 28 0.926 disagree literacy/green consumption

3.5.2. Validity analysis

Validity analysis reflects the accuracy of the actual measurement Table 5
Environmental literacy and green consumption levels of residents.
items in relation to the ideal study variables through data analysis. The
most ideal method for validity analysis is to measure the structural Variable Average Qualitative Interpretation
validity of the scale using factor analysis. Environmental literacy 4.42 Very high level of environmental
The scale data were first subjected to KMO test and Bartlett’s test of literacy
sphericity. Generally, a KMO value greater than 0.6 indicates a certain Environmental values 4.60 Very high level of environmental
literacy
relationship between the variables designed in the questionnaire, mak­ Environmental responsibility 4.59 Very high level of environmental
ing it suitable for factor analysis. In this study, the calculated KMO value literacy
is 0.891(Table 3), indicating that the sample data is highly suitable for Environmental problem 4.50 Very high level of environmental
factor analysis. Additionally, Bartlett’s test of sphericity examines perception literacy
Environmental behavior skills 4.00 High level of environmental literacy
whether the correlations between the sample data are sufficiently high.
Green consumption 4.21 Very high level of green
The result shows a significance level of Sig = 0.000, indicating that there consumption
are significant correlations between the variables in the scale. Green products 4.03 High level of green consumption
Principal component analysis was selected to extract the common Material recycling 3.98 High level of green consumption
factors and obtain the factor loading coefficients to determine whether Biodiversity conservation 4.43 Very high level of green
consumption
the derived factors conform to the researchers’ assumptions about the Efficient use of energy 4.41 Very high level of green
variable structure. After computation, all item’s factor loading co­ consumption
efficients are above 0.4, indicating that the scale used in this study has
good validity.
them, environmental values showed the most prominent performance,
4. Results with an average score of 4.60, followed by environmental responsibility
and environmental problem perception. The lowest score was observed
Under the premise of ensuring the credibility of the data collected in environmental behavior skills, with only 4.00. Environmental values
from the scale, the researchers assessed the level of environmental lit­ are most susceptible to the influence of education. With the overall
eracy and green consumption among the respondents, made a pre­ improvement in the education level in Shandong Province, the educa­
liminary description of the contribution of each variable. Subsequently, tion system has played a positive role in shaping individuals’ values and
the sample data underwent correlation analysis and regression analysis awareness. Influenced by Confucianism, residents in Shandong Province
to explore the transmission mechanism between residents’ environ­ demonstrate high environmental awareness and a sense of responsibility
mental literacy and green consumption. in their daily lives. However, the manifestation of environmental
behavior skills may be related to residents’ traditional beliefs and lacks
4.1. Assessment of environmental literacy and green consumption corresponding incentive mechanisms. Specific assessment results from
the questionnaire items revealed that the respondents demonstrated a
To measure the environmental literacy and green consumption levels high level of environmental literacy in their understanding of the rela­
tionship between humans and the natural environment. They generally
of the surveyed residents, the researchers categorized the Likert five-
point scale to interpret the measurement results of each indicator. The acknowledged the importance of adhering to natural laws. However,
they showed a lack of clear awareness regarding the extent of damage to
specific correspondence is shown in Table 4.
The researchers collected and summarized the questionnaire data, the natural environment. In terms of environmental behavior skills, the
item " Place litter discarded by others into the trash bin " received the
calculated the mean scores for each item and dimension. Based on the
corresponding criteria, Table 5 presents a descriptive analysis of the lowest assessment score, with an average value of 3.88. This result
suggests a potential issue of the respondents’ lack of active engagement
respondents’ levels of environmental literacy and green consumption.
in environmental conservation actions in their actual behaviors. In
Based on the evaluation results, the respondents showed very high
conclusion, the residents of Shandong province demonstrated a rela­
level of environmental literacy, with an average score of 4.42. However,
tively high level of environmental literacy, particularly in the areas of
significant variations were observed across different dimensions. Among
environmental values, environmental responsibility, and environmental
problem perception. However, there is still room for improvement in
Table 3
environmental behavior skills.
KMO and Bartlett’s test of sphericity.
The respondents’ overall performance in green consumption was
KMO 0.891 very high level, particularly influenced by the factors of " biodiversity
Bartlett’s test of sphericity Approx. 2944.930 conservation" and "effective use of energy," with average scores of 4.43
df 378 and 4.41, respectively, revealing a commendable level of green con­
Sig. 0.000
sumption. Respondents generally acknowledge that individual

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consumption behavior has a certain impact on biodiversity. The severity conservation. These two factors received notably high scores in the
of climate change forces consumers to have a clearer understanding of preceding evaluation, underscoring individuals’ conscientious commit­
energy consumption, contributing to a higher level of residents’ green ment to promoting biodiversity preservation through their green con­
consumption. However, the performance in the dimensions of "green sumption choices.
products" and "material recycling" was notably lower compared to the The highest correlation coefficient of 0.649 is found between envi­
other dimensions. Specifically, while consumers tend to prioritize eco- ronmental behavior skills and green consumption. Environmental
friendly products when making purchases, they seem less proactive in behavior skills reflect individuals’ actual engagement in environmental
replacing non-eco-friendly old products, possibly due to the additional actions and serve as a tangible expression of the other three dimensions.
costs associated with replacement. Although consumers show high Individuals with higher environmental behavior skills are closely asso­
awareness of using eco-friendly shopping bags and reducing disposable ciated with higher levels of green consumption behavior. Among the
tableware, they exhibit limited understanding and execution of waste four dimensions of green consumption, the strongest correlation with
sorting. This may require consumers to invest more time, impacting the environmental behavior skills is found in green products and material
convenience of consumption. These two dimensions are closely tied to recycling. However, in the previous evaluation, these two dimensions
people’s daily lives, suggesting that there is potential for enhancing self- received the lowest scores. This suggests that although residents in
discipline and embracing green consumption practices. Shandong Province have lower scores in environmental behavior skills,
it may play a crucial role in actual engagement in green consumption.
This is because the improvement of environmental behavior skills
4.2. Correlation analysis directly affects residents’ actual ability to take action in purchasing
green products and recycling materials, leading to lower scores in these
The researchers aggregated the questionnaire items for each variable two dimensions.
by calculating the mean scores. Pearson correlation coefficient was then
employed to calculate the correlation between the variables. The spe­
cific results are shown in Table 6. 4.3. Regression analysis
The table presents the correlation coefficients between green con­
sumption and its four dimensions with the four dimensions of environ­ To further investigate the causal relationship between environ­
mental literacy. All coefficients are positive and significant at the 0.01 mental literacy and residents’ green consumption, the researchers con­
level. This confirms a positive correlation between environmental lit­ ducted regression analysis of the data. The R2 was calculated to be 0.525
eracy and green consumption, and both exhibit similar trends in their and the F-value was 56.600, corresponding to a significance level of P =
variations, providing a basis for validating research hypothesis H1. 0.000, indicating a good significance of the regression equation. The
Based on the correlation coefficients, we can observe that the coefficients and significance results for each variable are shown in
different dimensions of environmental literacy show varying degrees of Table 7.
correlation with green consumption, providing a foundation for vali­ Based on the coefficient test results, the coefficient of environmental
dating research hypothesis H2. Specifically, the correlations between values did not pass the t-test, indicating that there is no significant direct
environmental values and green consumption (0.393) and between relationship between environmental values and green consumption.
environmental problem perception and green consumption (0.368) are Residents in Shandong Province, influenced by generally higher edu­
the lowest. Environmental values, being at the primary stage of envi­ cation levels and regional social backgrounds, exhibit elevated levels of
ronmental literacy, may have some gaps in translating into concrete
green consumption behaviors, leading to a relatively weaker correlation. Table 7
Similarly, environmental problem perception remains at the level of Regression coefficients.
awareness, representing residents’ cognitive understanding of environ­
Variables Unstandardized Standardization t p
mental degradation and ecological crises, without directly influencing coefficient coefficient
their green consumption behaviors, resulting in a relatively smaller
C 0.891 3.009 0.003
correlation.
Environmental 0.070 0.062 1.000 0.318
The correlation coefficient between environmental responsibility values
and green consumption is 0.544, ranking second, which indicates that Environmental 0.225 0.237 3.553 0.000
residents with a strong sense of environmental responsibility are more responsibility
likely to engage in green consumption activities. This finding un­ Environmental 0.134 0.123 2.244 0.026
problem
derscores the significance of consumers’ strong internal willingness in perception
driving environmentally conscious behaviors. Examining the four di­ Environmental 0.340 0.502 9.412 0.000
mensions of green consumption, it becomes evident that environmental behavior skills
responsibility exhibits the strongest correlation with biodiversity

Table 6
Correlation coefficients of variables.
EV ER EPP EBS GP MR BC EUE GC

EV 1
ER .614** 1
EPP .408** .436** 1
EBS .268** .429** .231** 1
GP .284** .451** .258** .602** 1
MR .296** .453** .317** .611** .747** 1
BC .466** .568** .401** .448** .593** .576** 1
EUE .330** .404** .296** .516** .573** .642** .632** 1
GC .393** .544** .368** .649** .871** .895** .796** .827** 1

Notes: ***, **, * indicate significance at the 1%, 5% and 10% level, respectively.
EV: Environmental values, ER: Environmental responsibility, EPP: Environmental problem perception, EBS: Environmental behavior skills.
GP: Green products, MR: Material recycling, BC: Biodiversity conservation, EUE: Efficient use of energy, GC: Green consumption.

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L. Liu and G.R. Tobias Cleaner and Responsible Consumption 12 (2024) 100165

environmental values. However, this value orientation does not guide scores, highlighting that high levels of environmental knowledge and
consumers to engage in green consumption activities. The coefficients of awareness do not necessarily result in elevated environmental behavior.
environmental responsibility, environmental problem perception, and Bickford et al. (2012) also holds the view that to enhance environmental
environmental behavior skills all passed the t-test and demonstrated literacy, it is essential to focus on bridging the gap between environ­
significance at the 0.05 significance level. This suggests that the mental knowledge and actions. Regarding the various dimensions of
regression results are convincing, indicating a significant causal rela­ green consumption, scores for green products (4.03) and material
tionship between the three dimensions of environmental literacy and recycling (3.98) are significantly lower compared to scores for biodi­
green consumption. Positive coefficients imply that these variables versity conservation (4.43) and efficient use of energy (4.41). The survey
positively promote residents’ green consumption behavior, consistent reveals that over half of the respondents perceive green products to be
with the results of correlation tests, which showed a positive correlation relatively high in price and uncertain in performance, thus dampening
between various dimensions of environmental literacy and green con­ their enthusiasm for consumption. Furthermore, the implementation of
sumption. This further confirms the validity of research hypothesis H1, material recycling faces convenience constraints, resulting in low levels
asserting that residents with higher environmental literacy are more of resident engagement. Xie et al. (2019) suggest that the prevailing
likely to engage in green consumption behavior. culture of green purchasing in China is not widely adopted, and con­
Upon further examination of the regression coefficient values, it sumers do not exhibit a strong willingness to buy environmentally
becomes evident that the different dimensions of environmental literacy friendly products.
have varying degrees of impact on residents’ green consumption, which This finding holds significant implications for governmental policy
aligns with research hypothesis H2. The regression coefficient for formulation. Addressing environmental issues crucially relies not solely
environmental behavior skills is the highest, at 0.502, indicating that for on propagating the importance of environmental protection, but also
every one-unit increase in residents’ environmental behavior skills level, demands incentives and supportive measures to effectively translate
their green consumption level will increase by 0.502 units. Environ­ environmental awareness into actionable efforts. Simultaneously, it is
mental responsibility follows with a regression coefficient of 0.237, essential to provide residents with an increased array of green con­
showing a moderate impact on green consumption. On the other hand, sumption choices and convenient facilities.
environmental problem perception has the smallest impact, with a The relationship between the four dimensions of environmental lit­
regression coefficient of 0.123. The direct effect of environmental eracy and green consumption is the focal point of this study. According
behavior skills on green consumption is most pronounced, with in­ to the results, there is a low correlation between environmental values
dividuals possessing higher environmental behavior skills demon­ and environmental problem perception with green consumption.
strating a greater capacity for practical engagement in environmental Moreover, there is no significant causal relationship between environ­
actions. They are more likely to integrate environmentally friendly mental values and green consumption, and the causal relationship be­
choices into daily life, forming habits of green and eco-friendly con­ tween environmental problem perception and green consumption is
sumption, consistent with the results of correlation tests. Although the relatively modest. This finding aligns with the results from Xiong et al.
impact of environmental responsibility is secondary to environmental (2022), who found that the impact of environmental cognition on green
behavior skills, its regression coefficient remains significant. Environ­ consumption is not significant. Environmental values and environ­
mental responsibility reflects an individual’s degree of responsibility mental problem perception represent individuals’ cognition of envi­
towards society and the environment, encouraging them to prefer ronmental issues, which predominantly remains at the level of
environmentally friendly options in daily shopping and life, such as awareness and doesn’t directly influence green consumption behavior
choosing eco-friendly products and reducing energy waste. The coeffi­ effectively. Environmental responsibility, on the other hand, in­
cient for environmental problem perception is relatively small, indi­ ternalizes environmental cognition and exhibits a relatively high cor­
cating that this dimension primarily stays at the level of awareness and relation with green consumption, playing a certain role in promoting
does not directly translate into actual green consumption behavior. Its green consumption. Bert et al. (2023) arrived at similar conclusions in
limited direct impact on promoting residents’ green consumption may their research, indicating that environmental responsibility significantly
stem from insufficient consumer awareness of solutions and the higher positively influences pro-environmental behaviors. Environmental
implementation costs associated with green consumption behavior. behavioral skills, as the externalization of the other three dimensions,
embody an individual’s capacity for executing environmental protec­
5. Discussion tion. It holds the highest correlation with green consumption, signifi­
cantly and directly promoting residents’ choices for green consumption.
Climate change stands as one of the most pressing and crucial global Tian and Chen (2023) also assert that environmental behavior is more
issues today, affecting not only our current quality of life but also posing crucial than environmental knowledge and awareness, as it directly
a threat to future sustainable development (Khan and Imran, 2023). contributes to solving environmental problems and fosters the adoption
Green consumption is considered a significant approach to alleviate of sustainable lifestyles.
environmental pressure and seek sustainable development by reducing This study confirms the positive impact of environmental literacy on
resource consumption and lowering carbon emissions. The objective of green consumption, consistent with the findings of Wang and Tou
this study is to investigate the correlation and causality between envi­ (2021) and Al Mamun et al. (2023). However, in comparison to these
ronmental literacy and green consumption among ordinary residents in literatures, this research adopts a more comprehensive approach to
Shandong Province, providing more effective avenues for promoting measuring green consumption, resulting in conclusions of greater gen­
green consumption. erality. Additionally, it contrasts various dimensions of environmental
Based on the results of assessment, the participants’ levels of envi­ literacy, highlighting that within the factors influencing green con­
ronmental literacy exhibit significant disparities across four dimensions. sumption, the importance of environmental responsibility and envi­
Environmental values (4.60), environmental responsibility (4.59), and ronmental behavior skills surpasses that of environmental values and
environmental problem perception (4.50) scores are notably higher than environmental problem perception. These findings provide new insights
environmental behavior skills (4.00). This discrepancy suggests a sub­ for government agencies in formulating policies and driving broader
stantial gap between residents’ environmental awareness and their green consumption.
corresponding actions, with evident shortcomings in terms of environ­
mental behavior skills. This finding aligns with the research of Tian and 6. Conclusions
Chen (2023), where respondents’ environmental behavior scores were
markedly lower than their environmental knowledge and awareness Faced with increasingly severe global environmental challenges,

7
L. Liu and G.R. Tobias Cleaner and Responsible Consumption 12 (2024) 100165

sustainable development has become an urgent task before us. approach could shed light on additional factors influencing green con­
Following an exhaustive evaluation of environmental literacy and green sumption. To address the limitations of online survey methods, incor­
consumption among residents in Shandong Province, it is evident that, porating face-to-face interviews could broaden data collection methods
despite an overall commendable performance, notable challenges and enhance data credibility. Additionally, assessing and contrasting the
persist across various dimensions of environmental literacy and green effects of policies and incentives on green consumption before and after
consumption. Specifically, the relative deficiency in environmental their implementation could help identify strengths and weaknesses, ul­
behavior skills and the intricate nature of green product consumption timately facilitating the effective implementation of green consumption
and material recycling pose substantial hurdles on the trajectory toward initiatives.
future sustainable development. This study unveils a positive correlation
between the environmental literacy of Shandong Province residents and Funding
green consumption, thereby establishing a robust foundation for green
consumption on a comprehensive scale. However, a more nuanced This work was supported by the Research Project Fund of Shandong
analysis reveals that the dimensions of environmental behavior skills Youth University of Political Science. The project is titled “Research on
and environmental responsibility exert the most pronounced influence Green Finance Development and Green Technology Innovation under
on green consumption. This not only underscores the criticality of the ’Dual Carbon’ Goal.” (SJZDXM202205).
nurturing individual environmental behavior skills and a sense of re­
sponsibility but also suggests potential strategies for enhancing sus­ CRediT authorship contribution statement
tainable consumption behavior.
The findings advocate for an elevation of environmental literacy and Lanting Liu: Writing – review & editing, Writing – original draft,
proactive enhancement of green consumption behavior to effectively Visualization, Methodology, Data curation, Conceptualization. Grace R.
address challenges such as environmental pollution and climate change. Tobias: Writing – review & editing, Supervision, Formal analysis,
This responsibility extends beyond individuals, constituting a collective Conceptualization.
societal mission. By comprehensively understanding how residents’
environmental literacy shapes their green consumption behavior, this
Declaration of competing interest
research offers valuable insights for guiding sustainable development in
Shandong Province and other regions. Moreover, it provides support for
The authors declare that they have no known competing financial
governmental entities in formulating more efficacious environmental
interests or personal relationships that could have appeared to influence
policies and educational initiatives.
the work reported in this paper.
6.1. Policy implications
Data availability
To promote green consumption, short-term policy measures should
Data will be made available on request.
include providing residents with incentives and rewards for adopting
environmentally-friendly practices, such as tax deductions or reward
Acknowledgements
points for purchasing green products and encouraging participation in
recycling and waste sorting initiatives. Additionally, implementing a
The authors express their heartfelt gratitude to the anonymous in­
robust green product certification system will empower consumers to
terviewees, reviewers, and editor for their valuable contributions to the
identify eco-friendly products and increase their willingness to make
completion of this paper.
green purchases. In the medium-term, integrating environmental liter­
acy education into the school curriculum will play a vital role in
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