The Effect of Environmental Awareness on Consumers’ Green Purchasing: Mediating Role of Green Perceived Value

Jian-xin Li (), Dan Liu () and Li Liu ()
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Jian-xin Li: Changsha University of Science and Technology
Dan Liu: Changsha University of Science and Technology
Li Liu: Changsha University of Science and Technology

Chapter Chapter 72 in The 19th International Conference on Industrial Engineering and Engineering Management, 2013, pp 767-776 from Springer

Abstract: Abstract According to the existing academic research, it appears that consumer’s environmental awareness do not keep in line with green purchasing behavior. In this paper, the author tried to demonstrate the relationship between environmental awareness impacts and green purchasing behavior. Green perceived value was added to the regression model, finding that the impact of environmental awareness on green purchasing behavior was mediated by green perceived value. Meanwhile, it is known that green perceived value consists of healthy value, emotional value, image value and environmental value, which is different from traditional products’ perceived value.

Keywords: Environmental awareness; Green perceived value; Green product; Green purchasing behavior (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-37270-4_72

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