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Environmental Knowledge and Green Purchase Intention and Behavior in China: The Mediating Role of Moral Obligation

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  • Manfei Cui

    (School of Public Affairs, Zhejiang University, 866 Yuhangtang Road, Hangzhou 310058, China)

  • Yong Li

    (School of Marxism, Shanghai Maritime University, 1550 Haigang Avenue, Pudong New Area, Shanghai 201306, China)

  • Shan Wang

    (School of Marxism, Shanghai Maritime University, 1550 Haigang Avenue, Pudong New Area, Shanghai 201306, China)

Abstract

The increasing global focus on environmental sustainability has led to a growing emphasis on green purchase behavior. The theory of planned behavior (TPB) is one of the classical theories used to understand individual green purchase behavior from the perspective of psychology. Data are collected through an online survey, and the structural equation modeling (SEM) method is employed for analysis. The research findings demonstrate that consumers’ green purchase intention and environmental knowledge significantly and positively influence green purchase behavior. Moreover, moral obligation plays a partial mediating role in the relationship between green purchase intention and green purchase behavior, as well as in the relationship between environmental knowledge and green purchase behavior. By incorporating moral obligation and environmental knowledge into the TPB framework, this study advances the theoretical understanding of the drivers of green purchase behavior. Furthermore, this study reveals that green purchase intention, compared to environmental knowledge, exerts a greater influence on promoting consumers’ green purchase behavior. This finding underscores the crucial role of consumers’ internal motivation in driving sustainable choice. This study offers valuable implications for the design of green marketing strategies and have the potential to promote environmentally sustainable consumption behavior, thereby contributing to the global sustainability efforts.

Suggested Citation

  • Manfei Cui & Yong Li & Shan Wang, 2024. "Environmental Knowledge and Green Purchase Intention and Behavior in China: The Mediating Role of Moral Obligation," Sustainability, MDPI, vol. 16(14), pages 1-12, July.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:14:p:6263-:d:1440439
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    References listed on IDEAS

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    Cited by:

    1. Siwen Su & Yannan Li, 2024. "Exploring the Impact of the Green Marketing Mix on Environmental Attitudes and Purchase Intentions: Moderating Role of Environmental Knowledge in China’s Emerging Markets," Sustainability, MDPI, vol. 16(24), pages 1-18, December.
    2. Ya-Wen Chan & Che-Han Hsu & Shiuh-Sheng Hsu, 2025. "Revealing the Key Determinants of Green Purchase Intentions: Insights from an Extended UTAUT2 Model," World, MDPI, vol. 6(3), pages 1-17, July.
    3. Khanh Huy Nguyen & Mai Dong Tran, 2025. "How Minimalism Drives Green Purchase Intention in Collectivist Cultures," Sustainability, MDPI, vol. 17(1), pages 1-23, January.
    4. Donger Zhang & Ruixia Ji & Sang-Do Park, 2025. "Unpacking Green Consumer Behavior Among Chinese Consumers: Dual Role of Perceived Value and Greenwashing," Sustainability, MDPI, vol. 17(13), pages 1-24, July.
    5. Preyal Sanghvi & Pratima Shukla & Varimna Singh & Reshmi Menon, 2025. "Green Buying Behavior: A Shift Towards Sustainable Development," International Journal of Global Business and Competitiveness, Springer, vol. 20(1), pages 42-52, June.

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