Abstract
The unprecedented economic growth in recent decades has cultivated the exploitation of natural resources and over-consumption, leading to ecological deterioration and sustainability. The ever-increasing consumption in developing countries is creating a significant environmental strain. Thus, the industry and consumers' environmental issues and their harmful effects on human health have led to concerns among researchers, scientists, academic communities, and policymakers. The present work examines the impact of different consumption value factors on sustainable consumption behavior concerning consumer choice in Pakistan and China. A cross-sectional study is conducted, and data are collected through a primary source questionnaire. A sample of 431 respondents is chosen from different cities in Pakistan, and a sample of 342 respondents is selected from China. Estimation techniques like descriptive statistics, frequency distribution, multicollinearity, R square, independent sample t-test, the coefficient of correlation, and regression analysis are used for the data analysis. The comparative results show that knowledge values (KVs) and emotional values (EMVs) significantly influence the choice behavior of respondents toward environmentally friendly products both in Pakistan and China. In contrast, social values (SVs) and conditional values (CVs) show insignificant influence. Furthermore, functional values (FVs) are significant in Pakistan while insignificant in the context of China, and environmental values (EVs) are significant in China although insignificant in Pakistan with regard to sustainable consumption behavior.