Values and Green Product Purchase Behavior: The Moderating Effects of the Role of Government and Media Exposure

Ihsan Ullah Jan, Seonggoo Ji and Chankoo Yeo
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Ihsan Ullah Jan: Department of Business Administration, Hanbat National University, Daejeon 34158, Korea
Seonggoo Ji: Department of Business Administration and Accounting, Hanbat National University, Daejeon 34158, Korea
Chankoo Yeo: Department of Business Administration and Accounting, Hanbat National University, Daejeon 34158, Korea

Sustainability, 2019, vol. 11, issue 23, 1-16

Abstract: This study applies the theory of planned behavior and value–attitude–behavior hierarchy model to examine the influence of green product consumption values on the green product buying attitude and green product purchase behavior. Additionally, unlike the previous studies, the current study explores the moderating effects of the role of government and media exposure in the relationships. Data was collected by an online survey from 238 green product consumers in China. Structural equation modeling was applied for testing the hypothesized relationships. The results of the study have indicated that ecological value and economical value have not significantly influenced the green product buying attitude. In contrast, the health and safety values of green product have positively influenced the green product buying attitude. Moreover, the buying attitude of consumers has a significant positive effect on green product purchase behavior. Furthermore, the results showed that the role of government and media exposure have significantly moderated the relationship between safety value and buying attitude of green product.

Keywords: green product; values; buying attitude; green product purchase behavior; role of government; role of media exposure (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (15)

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