Moderated Mediation Mechanism to Determine the Effect of Gender Heterogeneity on Green Purchasing Intention: From the Perspective of Residents' Values.

This study determines gender differences in the generation logic for green purchasing intention within the framework of bounded morality and bounded self-interest and determines the causes of the attitude-behavior gap from a new perspective. Empirical analysis of 977 sample data points is used to test the influencing mechanism of gender heterogeneity on green purchasing intention through altruistic values (ALVs) and egoistic values (EGVs). Meanwhile, the moderated mediation effects are also analyzed.