Based on the theory of planned behavior, this paper presents a study on the core components of attitude, subjective norm, perceived behavior control, and introduces a moral emotional variable, namely environmental indebtedness, as the emotional factors in the attitude variable to explore the influencing factors and mechanism of consumer green purchase behavior. To examine the predictors of consumer green purchase behavior, data were collected from Chinese consumers and a total of 408 responses were considered valid. Through comparative analysis, it is found that environmental cognition, descriptive norm, and self-efficacy have a highly significant positive impact on green purchase intention, and self-efficacy was found the best predictor of intention. In addition to that, when environmental indebtedness, self-efficacy, controllability, and green purchase intention jointly have significant effects on green purchase behavior, environmental indebtedness has the best effect. This research offers significant contributions and provides decision-making recommendations.

Green brands have made considerable strides in recent years; however, their validity has been questioned due to green brand fraud. However, the influence of green brand authenticity on consumer online behavior is still lacking in the e-commerce boom era. This article presents a theoretical framework based on trust and self-determination theory to investigate the influence of green brand authenticity on electronic word-of-mouth (eWOM). The conclusions are drawn from an empirical examination of 292 valid responses. Green brand authenticity influences eWOM intent, which is mediated through brand trust. Self-concept consistency has a moderating effect on the relationship between green brand authenticity and brand trust. The findings paved the way for future green brand development, notably in terms of publicity and promotion. This article also describes its theoretical and management significance, limitations, and future research directions.