How Does Green Product Knowledge Effectively Promote Green Purchase Intention?

Hong Wang, Baolong Ma and Rubing Bai
Additional contact information
Hong Wang: School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China
Baolong Ma: School of Management and Economics, Beijing Institute of Technology, Beijing 100081, China
Rubing Bai: College of Business, City University of Hong Kong, HongKong 999077, China

Sustainability, 2019, vol. 11, issue 4, 1-13

Abstract: Knowledge can influence the whole decision-making process of consumers. While green product knowledge is often conceptualized as a direct antecedent of green purchase intention, empirical findings in support of this relationship are inconsistent. Based on 236 samples, this study investigates how green product knowledge promotes consumers’ green purchase intention. Results show that green trust and perceived consumer effectiveness partly mediate the relationship between green product knowledge and green purchase intention. The relationship between green trust and green purchase intention is positively moderated by perceived price. Compared with low perceived price, green trust has a greater effect on green purchase intention in the case of high perceived price. However, the relationship between perceived consumer effectiveness and green purchase intention is not moderated by perceived price. This study provides a new insight into green product knowledge and how to promote green purchase intention, and the findings help government and enterprises to formulate strategies to promote consumers’ green purchase intention.

Keywords: green product knowledge; green purchase intention; green trust; perceived consumer effectiveness (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 (35)

Downloads: (external link)
https://www.mdpi.com/2071-1050/11/4/1193/pdf (application/pdf)
https://www.mdpi.com/2071-1050/11/4/1193/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:4:p:1193-:d:208637

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().