Factors Affecting Sustainable Consumption Behavior Intention in Guangfu Miao Hui: Case of Generation Z

This study aims to explore the pathways through which values, sense of responsibility, media publicity, and marketing influence behavioral attitudes and subjective norms in the context of sustainable consumption at the Guangfu Miao Hui, as well as to verify the impact of these attitudes and norms on sustainable consumption intention among Generation Z (aged 18–29). Using a quantitative approach, a cross-sectional survey was conducted with 400 valid respondents who participated in the 2023–2024 Guangfu Miao Hui, with data collected via online questionnaires distributed through WeChat, QQ, and Weibo. The study employed descriptive statistics, reliability and validity tests, exploratory factor analysis, and hierarchical regression modeling for data analysis. The results indicate that values, sense of responsibility, media publicity, and marketing all positively affect behavioral attitudes, with values having the strongest influence; for subjective norms, marketing and sense of responsibility are significant positive predictors, with marketing being the most impactful. Additionally, both behavioral attitudes and subjective norms strongly predict sustainable consumption intention, with attitudes playing a more prominent role. These findings suggest that in culturally rich contexts like the Guangfu Miao Hui, dual-track strategies should be adopted: activating Generation Z’s environmental responsibility through intangible cultural heritage and innovative rituals while integrating ecological practices into cultural symbols, thereby balancing cultural authenticity and green transformation and achieving a unity of "cultural guardianship" and "ecological responsibility".