Understanding the Role of Environmental Concern in Green-Product Purchase Intention

Sheng Yang Ye ()
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Sheng Yang Ye: Shanghai Maritime University

A chapter in Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022), 2022, pp 1281-1297 from Springer

Abstract: Abstract Environmental problems have gradually become a hot-button issue that cannot be ignored. Green products are receiving widespread attention due to their environmental benefits and contributions to a green economy. However, earlier studies have not thoroughly considered the role of environmental concern and government policies on green-product purchase intentions. This study aimed to evaluate people’s green-product purchase intentions using an extended framework of the theory of planned behaviour (TPB). It examined the moderating effect of perceived policy effectiveness and analysed groups with high vs. low environmental concern. An online survey was conducted in China, and the study’s results again proved the applicability of the TPB in this field while verifying the positive relationship of perceived policy effectiveness on purchase intention and its moderating effect on the TPB constructs. Furthermore, the results suggested that people with high environmental concern are more spontaneous in their purchase intentions, while those with low environmental concern are driven by the subjective norm. This study’s findings contribute to improving the understanding of green-product purchase intention, which has significant implications for policymakers who play an essential role in sustainable consumption and for follow-up research in this field.

Keywords: Green product; Purchase intention; Theory of planned behaviour; Perceived policy effectiveness; Environmental concern (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-052-7_143

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DOI: 10.2991/978-94-6463-052-7_143

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