“…The philosophy also encompasses principles that promote self-restraint and long-term development (Chang & Yang, 2014;Chou, Chu, Yeh, & Chen, 2014;He, 2011;Ji, Lee, & Guo, 2010;Yang, 2001Yang, , 2010. Notably, collectivism and an emphasis on harmony between nature and human kind are fundamentally related to green purchasing intention (Chan, 2001;Wang et al, 2016). Moreover, the principles of self-restraint and long-term development have also been recognized as drivers for behaviour in consumption that is environmentally friendly (Chuang, Xie, & Liu, 2016;Nguyen, Lobo, & Greenland, 2017).…”