An Eye-Tracking Study on the Impact of Green Consumption Values on the Purchase Intention of Bamboo Products Under the Background of “Replacing Plastic with Bamboo”

Abstract

Despite extensive research on green consumption, consumer purchase intentions for bamboo products under China’s “replacing plastic with bamboo” policy remain underexplored, given growing plastic pollution concerns. Research remains focused on established green products (e.g., green agriculture, energy-efficient appliances, new energy vehicles), overlooking consumer behavior and cognition toward emerging bamboo alternatives. This study employs eye-tracking technology to examine purchase intentions and visual attention allocation mechanisms for bamboo versus plastic products, analyzing the role of green consumption values (GCVs). Using a 2 (material: bamboo/plastic) × 2 (GCVs: high/low) mixed design, we recorded fixation duration, fixation count, and heatmaps from 70 participants. Behavioral results revealed significantly higher purchase intention for bamboo products, particularly among high-GCV consumers. Eye-tracking data showed greater visual attention (fixation duration/count) to bamboo products, with high-GCV participants exhibiting significantly stronger attentional bias toward bamboo. Findings demonstrate that bamboo’s eco-friendly attributes enhance both purchase intention and visual attention allocation, validating material salience in green decision-making. High GCVs strengthen automatic attentional bias toward sustainable materials, reinforcing purchase inclinations. This research provides empirical support for VBN theory at the cognitive level and offers policy-relevant insights for promoting “Bamboo Instead of Plastic” initiatives.