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Exploring the Consumer Behavior of Intention to Purchase Green Products in Belt and Road Countries: An Empirical Analysis

Author

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  • Chih-Cheng Chen

    (Department of Finance, Mingdao University, No. 369 Wen-Hua Rd., Pitou, Changhua 52345, Taiwan)

  • Chien-Wen Chen

    (Department of Business Administration, Feng Chia University, No. 100 Wenhwa Rd., Seatwen, Taichung 40724, Taiwan)

  • Yi-Chun Tung

    (Graduate Department of Business Administration, Feng Chia University, No. 100 Wenhwa Rd., Seatwen, Taichung 40724, Taiwan)

Abstract

This study explored the consumer behavior of intention to purchase green products based on a decision-making model that integrates cognitive attributes, affective attributes, and behavioral intentions in Belt and Road countries. The questionnaires were collected from customers who previously purchased green products; this study distributed the questionnaires at the appliance section of the department stores and collected 227 valid responses. Environmental attitude, product attitude, social influence, and perceived monetary value positively affected purchase intention; among these attributes, product attitude most substantially affected purchase intention. Cognitive values (collective and individual) significantly and positively affected environmental and product attitudes. Regarding individual environmental literacy, objective knowledge did not significantly affect environmental attitude, whereas subjective knowledge positively and significantly affected product attitude. In addition, both environmental awareness and government role (extrinsic motivating attributes) significantly and positively affected environmental and product attitudes for sustainable consumption. Media exposure also exerted a significant positive effect on environmental attitude for reducing, reusing and recycling emissions.

Suggested Citation

  • Chih-Cheng Chen & Chien-Wen Chen & Yi-Chun Tung, 2018. "Exploring the Consumer Behavior of Intention to Purchase Green Products in Belt and Road Countries: An Empirical Analysis," Sustainability, MDPI, vol. 10(3), pages 1-18, March.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:3:p:854-:d:136817
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    References listed on IDEAS

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