Perceived Green Logistics Practices, Consumer Trust, and Behavioural Outcomes in Chinese E-Commerce: A Moderated Mediation Analysis

This study examines how perceived green logistics practices (PGLP) are associated with consumer behavioural outcomes (CB) through consumer trust, and whether environmental consciousness (EC) and price sensitivity (PS) condition this process in Chinese e-commerce. A cross-sectional survey of 383 active online shoppers across five major Chinese cities was analysed using partial least squares structural equation modelling (PLS-SEM) in R. A moderated mediation model was estimated, and Johnson–Neyman floodlight analysis was used to identify the conditional boundaries of interaction effects. PGLP was positively associated with trust (β = 0.531) and directly with CB (β = 0.176). Trust was strongly associated with CB (β = 0.686), and the indirect pathway accounted for 67.4% of PGLP's total association with CB. EC strengthened the PGLP–trust association (β = 0.127), with significant amplification for 76.2% of respondents. PS weakened the trust-to-behaviour association (β = -0.068), but this attenuation was significant only among the most price-sensitive 21%. Conditional indirect effects ranged from β = 0.462 to β = 0.210 across the EC × PS matrix. The findings suggest that visible consumer-facing sustainability practices, especially eco-packaging and carbon transparency, may function as trust-related signals in Chinese e-commerce logistics. Green communication may therefore be relevant beyond eco-niche segments, while cost-neutral service options may reduce barriers among highly price-sensitive consumers. The study contributes an integrative moderated mediation framework linking PGLP, trust, EC, and PS in Chinese e-commerce delivery within a single empirical model, while integrating signalling theory, trust-commitment theory, and theory of planned behaviour.