Based on the theory of planned behavior, the moderating effects of product knowledge on the relationships between three independent variables and green purchase intentions were explored. Independent variables included green purchase attitudes, subjective norms, and perceived behavior control. After that, the difference of moderating effects of product knowledge between convenience goods and shopping goods was further analyzed. The scales of the study passed the test of reliability and validity through confirmatory factor analysis, and 306 valid questionnaires were collected. The hypotheses were tested by stepwise regression analysis. The results of the study showed that product knowledge had a significant moderating effect on the relationship between three independent variables and green purchase intentions, and the explanatory power of three independent variables would decrease in the context of high product knowledge. Interesting conclusions were reached from the perspective of product classification. This study contributes to the literature by treating product knowledge as a moderating variable in the theory of planned behavior in the field of green purchase behavior and exploring from a new research angle—the perspective of product classification.

Based on norm activation theory, a research framework was built to explore the food waste reduction behavior when consumers eat out. The framework included behavior intentions and four psychological factors: awareness of consequence (persons understanding that actions have consequences), ascription of responsibility (duty to respond), self-efficacy (belief in own skills and capacity), personal norm (individuals’ values to act by socially accepted rules and reduce food waste as a code of conduct and moral obligation). A total of 514 samples from different regions of China were collected through an online survey platform, and the research framework was tested by applying structural equation modeling (SEM). This study found that ascription of responsibility and self-efficacy can effectively activate personal norm to reduce food waste. Personal norm and self-efficacy had a significant positive effect on behavior intentions to reduce food waste. Specifically, self-efficacy had the greatest effect on personal norm, followed by ascription of responsibility, and on behavior intentions to reduce food waste, followed by personal norm. Interestingly, while ascription of responsibility and self-efficacy had an impact on personal norm, awareness of consequence did not significantly influence personal norm to reduce food waste, suggesting that emotional factors are more likely to trigger personal norms that motivate consumers to take action to reduce food waste than cognitive factors. Based on the findings, several suggestions are provided for more effective interventions by restaurants to promote food waste reduction behavior, such as information intervention strategies, displaying information related to food consumption, and reducing the size of plates for some meals.

In China, the excessive application and improper disposal of chemical inputs have posed a great threat to the agricultural ecological environment and human health. The key to solve this problem is to promote the sustainable behaviors of farmers’ agricultural green production (AGP). Based on the micro-survey data of 652 farmers, this study adopts the binary probit model to investigate the impacts of risk perception and environmental regulation on the sustainable behaviors of farmers’ AGP. Results show that both risk perception and environmental regulation have significant effects on farmers’ willingness to engage in sustainable behaviors. Moreover, environmental regulation can positively adjust risk perception to improve farmers’ willingness to engage in sustainable behaviors. In terms of the two-dimensional variables, economic risks create the greatest negative impacts, and their marginal effect is 7.3%, while voluntary regulation creates the strongest positive impacts, and its marginal effect is 14.1%. However, both constrained and voluntary regulation have an enhanced moderating effect, where the effects of voluntary regulation are more remarkable. This is mainly because the environmental regulation policy signed by the government and farmers through the letter of commitment can inspire farmers to continue to implement green agricultural production from the deep heart. Therefore, government policies should constantly reduce farmers’ risk perception in terms of economic input, and adopt restrictive behaviors measures, such as regulatory punishment and voluntary contract, to promote their sustainable behaviors of AGP to the maximum extent.