According to the most recent ESI data from Clarivate Analytics, Professor Wai Ming To’s article titled “An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior” (https://doi.org/10.1016/j.jretconser.2019.04.006) has garnered considerable attention from researchers worldwide, achieving recognition as the most cited paper in the fields of Economics and Business from Macao’s universities. Notably, this paper has been recognized as an ESI highly-cited paper since July 2023. Prof. To’s research interests encompass environmental management, sustainability analysis, hospitality management, time-series modeling, and soundscape.   

What is this article about?

This research introduced an enhanced value-attitude-behavior model aimed at elucidating consumers’ green purchase behavior, and it validated this model using a random sample of 399 Chinese consumers. The findings from structural equation modeling indicated that consumers’ environmental consciousness (value) had a significant impact on their attitudes towards environmental issues and eco-social benefits (attitude), which subsequently had positive influences on their green purchase behavior (behavior). It was revealed that green product information served a key determinant of consumers’ green purchase behavior. Additionally, high-quality green products were found to moderate the connections between attitude towards eco-social benefits and green purchase behavior, as well as between green product information and green purchase behavior. This paper is a pioneering effort to explore green purchase behavior through the lens of the extended value-attitude-behavior framework.

Figure 1. ESI Highly Cited Paper (as at June 2025)