2.4.1. Positive Contexts (PC)

External contexts can positively influence the likelihood of individuals engaging in SCB [61]. According to Nudge Theory, policies can effectively drive individuals to make decisions in the direction that the government expects to be beneficial for the welfare of the whole society [63]. Policy regulations and measures positively influence people's SCB [64–66]. Financial incentives can also positively impact the SCB of the population. It was found that households that received financial incentives saved more on household electricity than those in the control group [67]. Cameron showed that if the government subsidy was equivalent to a 15% cost reduction, it could lead to 3% of households engaging in conservation and recycling behavior [68].

Since financial incentives are insufficient to positively guide SCB in the long term [69], guidance-based external contexts that intervene in SCB, such as advertising and communication education, are receiving increasing attention. Through humanistic communication, persuasion and presentation, advertising and education can improve consumers' awareness and understanding of SCB, facilitating its implementation of SCB. Publicly oriented advertising and education significantly impact SCB [70,71]. Based on the above discussion, the following hypotheses have been postulated:

#### **H4a.** *PC is positively related to green purchase behavior (PUR).*

**H4b.** *PC is positively related to green transportation behavior (TRAN).*

**H4c.** *PC is positively related to recycling and resource conservation behavior (REC).*

#### 2.4.2. Negative Contexts (NC)

According to the ABC model, negative contextual factors increase if individuals perceive that performing a behavior is time-consuming, costly, or requires overcoming many difficulties [19]. Gifford [72] suggested that negative contextual factors such as the effort, monetary costs, facility availability, etc., required to engage in SCB may prevent such behaviors from occurring or turn them into impossible tasks. Miao and Wei [73] further confirmed the constraints of time and effort required to engage in SCB by excluding motivation and awareness. Negative contexts can be considered an important influence on SCB [74]. Based on the above discussion, the following hypotheses have been postulated:

**H5a.** *NC is negatively related to green purchase behavior (PUR).*

**H5b.** *NC is negatively related to green transportation behavior (TRAN).*

**H5c.** *NC is negatively related to recycling and resource conservation behavior (REC).*

#### *2.5. Internal Motivations as Mediators*

Although internal motivations can predict SCB to some extent, such as green food purchase [75], energy conservation [76] and commodity recycling [77], many studies also confirmed the existence of inconsistencies between internal motivations and SCB [78,79]. Thus, other conditions may inhibit the transformation from internal motivations to behavior, resulting in an internal factors–behavior gap in SCB. Several studies confirmed from different perspectives that external contexts might influence the relationship between internal motivations and behavior. In other words, the effect of internal motivations on specific behaviors may depend on the strength of the external contexts [80], especially the constraints such as the effort, cost, or time required to adopt the behavior [19,81]. Based on the above discussion, the following hypotheses have been postulated:

**H6.** *PC is positively related to AT.*

**H7.** *NC is negatively related to AT.*

**H8a.** *AT mediates the relationship between PC and PUR.*

**H8b.** *AT mediates the relationship between PC and TRAN.*

**H8c.** *AT mediates the relationship between PC and REC.*

**H9a.** *AT mediates the relationship between NC and PUR.*

**H9b.** *AT mediates the relationship between NC and TRAN.*

**H9c.** *AT mediates the relationship between NC and REC.*

In summary, this study constructs a hypothesis model of consumer sustainable consumption behavior influence paths based on the TPB–ABC integration theory and sustainable consumption practices in Dongying, China, as shown in Figure 2.

**Figure 2.** The hypothesis model of consumer sustainable consumption behavior influences paths.
