6ede4858-63ed-4e18-8ce5-eb52e3a627f620230321092155504naun:naunmdt@crossref.orgMDT DepositInternational Journal of Education and Information Technologies2074-131610.46300/9109http://www.naun.org/cms.action?id=3037224202322420231710.46300/9109.2023.17https://npublications.com/journals/educationinformation/2023.phpXinpingWangLyceum of the Philippines University Manila Campus, Manila 1002, PhilippinesTaking Zhengzhou residents as the research object through the structural equation model test and intermediary utility test, it can be seen that green values significantly affect customers’ green consumption behavior; Green values have a significant active effect on public lifestyle, which plays a regulatory role in green values and green consumption behavior. The relevant conclusions are as follows: Firstly, the public’s green consumption behavior is affected not only by their green values, but also by lifestyle, and the impact effect of lifestyle is higher than that of green values. Secondly, public green values can directly affect their lifestyle, which means that green values play a vital role in the change of public lifestyle. Thirdly, green values not only have a direct impact on the public’s green consumption behavior, but also have an impact on the public’s lifestyle which will indirectly affect their green consumption behavior. On the basis of the mentioned analysis, this paper proposes relevant countermeasures to promote the public’s green consumption behavior.3212023321202332374https://npublications.com/journals/educationinformation/2023/a082008-004(2023).pdf10.46300/9109.2023.17.4https://npublications.com/journals/educationinformation/2023/a082008-004(2023).pdf10.1111/j.1540-4560.1994.tb02420.xP. C. Stern, T. Dietz, “The value basis of environmental concern,” J. Soc. Issues., vol. 50, no. 3, pp. 65-84, 1994. 10.1080/00913367.1993.10673409L. Carlson, S. J. Grove, N. Kangun, “A content analysis of environmental advertising claims: A matrix method approach,” J. Advertising., vol. 22, no. 3, pp. 27-39, 1993. Q. Li, “A study on consumer behavior based on green brands,” Bus. Econ. Res., vol. 7, pp. 71-73, 2015. X. P. Hu, “Green consumption”, Beijing: China Environment Press, 2016. P. W. Schultz, L. Zelezny, “Values as predictors of environmental attitudes,” J. Environ. Psychol., vol.19, no. 3, pp. 255-276, l999. Z. G. Yu, “Research on the relationship between environmental values and residents’ green consumption behavior,” Jiangsu Bus. Theory., no. 8, pp. 18-21, 2012. J. J. Wang, “Study on the influence and mechanism of environmental values on green consumption behavior,” Harbin Inst. Technol., 2015. W. B. Wan, “Research on Guilin tourism development strategy under the concept of low-carbon,” China Bus. Commer., vol.12, pp. 154-155, 2012. J. Connoly, A. Prothero, “Green consumption: Life-politics, risk and contradictions,” J. Consum. Culture., vol.8, pp. 117-145, 2008.