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An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior

Millissa F.Y. Cheung and Wai Ming To

Journal of Retailing and Consumer Services, 2019, vol. 50, issue C, 145-153

Abstract: This study proposed an extended value-attitude-behavior model to explain for consumers' green purchase behavior and validated this model on a random sample of 399 Chinese consumers in Hong Kong. Results of structural equation modelling showed that consumers' environmental consciousness (value) strongly influenced their attitude towards environmental issues and towards eco-social benefits (attitude), which in turn exerted positive effects on their green purchase behavior (behavior). Green product information was found to be a key determinant of consumers’ green purchase behavior. Moreover, high quality green products were reported to moderate the relationships between attitude towards eco-social benefits and green purchase behavior and between green product information and green purchase behavior, but not on the relationship between attitude toward environmental issues and green purchase behavior.

Keywords: Environmental consciousness; Attitude towards environmental issues; Attitude towards eco-social benefits; Green product information; Green purchase behavior; Green product quality (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (73)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:50:y:2019:i:c:p:145-153

DOI: 10.1016/j.jretconser.2019.04.006

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