LAUSR

Abstract Green products have significant social value and according to the theory of consumption value, the combination of social value and other values can achieve green purchasing behavior. This paper focuses on the interaction between the essential functional value of green products and its social value and epistemic value in green purchasing behavior. Based on the comparative analysis of the representative cities consumer survey data and big sales data of green products online, a fuzzy cognitive map is used to quantitatively study the ways they interact to affect the gap between green intention and actual behavior. The difference between the actual premium of green products and the willingness of consumers to pay extra is currently the biggest factor hindering green behavior. However, if the social value of green products has a private attribute, it will effectively improve the green consumption behavior. The credibility of green products would enhance the functional value and epistemic value in order to reduce the barriers caused from price gaps. Furthermore, the diversity of sales channels increases the bargaining power of green products and also reduces the intention-behavior gap.