How Consumption Values Shape Green Purchase Intention in the Context of “Bamboo as a Substitute for Plastic” Initiative: An Integrated Model of TCV—TPB

As plastic pollution continues to intensify worldwide, developing sustainable alternatives to conventional plastics has become increasingly important. Owing to its rapid growth, renewability, and potential biodegradability, bamboo offers a promising option for reducing reliance on plastic products. However, consumers’ purchase intentions for bamboo products in the context of the initiative of “Bamboo as a Substitute for Plastic” and their underlying mechanisms remain insufficiently understood. Drawing on the Theory of Consumption Values (TCV) and the Theory of Planned Behavior (TPB), this study constructs an integrated model to elucidate how consumption values influence green purchase intention. It further investigates the mediating effects of attitude toward the behavior, subjective norm, and perceived behavioral control, along with the moderating effect of the green consumption concept. Questionnaires were distributed through online platforms, resulting in the collection of 421 valid samples. SPSS 27.0 and AMOS 28.0 were employed to perform reliability and validity analyses, structural equation modeling, and Bootstrap tests for mediating and moderating effects. The results show that functional value, emotional value, social value, and environmental value all exert significant positive impacts on consumers’ green purchase intention for bamboo products. Attitude toward the behavior, subjective norm, and perceived behavioral control mediate the relationships between consumption values and green purchase intention. Furthermore, the green consumption concept enhances the positive influence of consumption values on green purchase intention. This study elucidates the psychological mechanisms through which consumption values determine purchase intention for bamboo products. The findings provide references for enterprises to optimize product value positioning and green marketing strategies, as well as for governments to refine relevant policies regarding bamboo as a substitute for plastic and consumer guidance systems.