Decoding Green Consumption Behavior Among Chinese Consumers: Insights from Machine Learning Models on Emotional and Social Influences

Decoding Green Consumption Behavior Among Chinese Consumers: Insights from Machine Learning Models on Emotional and Social Influences

This study examined the diverse factors influencing green consumption behavior among Chinese consumers through a comprehensive, data-driven approach that integrated multiple machine learning models, including Gaussian naïve Bayes, K-nearest neighbor, multilayer perceptron, and XGBoost models. By ana...

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Bibliographic Details
Main Authors: Ying Lu, Sang-Do Park
Format: Article
Language:English
Published: MDPI AG 2025-05-01
Series:Behavioral Sciences
Subjects:
green consumption behavior
machine learning models
emotional influence
eco-labels and green brands
social norms and sustainability
Online Access:https://www.mdpi.com/2076-328X/15/5/616
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