ESP-4489

Published

2026-02-27

Issue

Vol. 11 No. 2 (2026): Publishing

Section

Research Articles

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Copyright (c) 2026 Zhenlin Ning*

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How to Cite

Zhenlin Ning. (2026). The bridging path of Consumers "intention-to-behavior gap" - A Chain Mediation Model Based on self-transcendence Values and perceived Behavior Control. Environment and Social Psychology, 11(2), ESP-4489. https://doi.org/10.59429/esp.v11i2.4489

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

Zhenlin Ning

Business School, Shengda College of Economics & Trade Management of Zhengzhou, Zhengzhou 451191, China


DOI: https://doi.org/10.59429/esp.v11i2.4489


Keywords: Consumers' intention-behavior gap; Self-transcendence values; Perceived behavioral control; Chain mediation model

Abstract

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.

 

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