The Impact Mechanism of Government Environmental Regulation and Green Consumer Orientation (GCO) on Green Purchase Intention: A Case Study of Zespri

Yi Feng, Yu Feng and Ziyang Liu ()
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Yi Feng: Department of Global Business Graduate School, Kyonggi University, Suwon 16227, Republic of Korea
Yu Feng: Department of Global Business Graduate School, Kyonggi University, Suwon 16227, Republic of Korea
Ziyang Liu: Department of Global Business Graduate School, Kyonggi University, Suwon 16227, Republic of Korea

Sustainability, 2025, vol. 17, issue 6, 1-28

Abstract: This study explores the impact mechanism of government environmental regulation on consumers’ green purchase intention through green consumer orientation (GCO) using Zespri as a case study. By integrating the Theory of Planned Behavior (TPB) and the Value–Belief–Norm (VBN) theory, a comprehensive framework was developed. A total of 857 valid questionnaires were collected, and Structural Equation Modeling (SEM) was applied for empirical analysis. The results indicate that government environmental regulation significantly enhances the three dimensions of GCO (identification, equilibrium, and interaction) and positively influences green purchase intention. Policy recommendations are proposed, including improving green certification systems and encouraging enterprises to adopt green marketing strategies. The findings provide theoretical and practical implications for policymakers and companies aiming to promote sustainable consumption and green supply chains.

Keywords: green consumer orientation (GCO); environmental regulation; green purchase intention; structural equation modeling (SEM); sustainable consumption (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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