The Green Purchase Behavior of Young Consumers: The Role of Environmental Knowledge

Research background Growing global concerns about pollution and environmental degradation have heightened interest in eco-friendly, sustainable, and green consumption. As individuals become more environmentally conscious, they adopt “green” lifestyles as part of their responsibility toward sustainability. Purpose This study examines whether environmental knowledge influences green purchasing behavior, focusing on students from 11 universities affected by the 2023 earthquake in Türkiye. Through a survey of 390 respondents, the research explores the link between green purchasing behavior and environmental knowledge to understand consumer awareness in post-disaster settings. Research methodology A questionnaire survey was conducted with 390 participants. Scale reliability was assessed using Cronbach’s alpha in SPSS, while a confirmatory factor analysis (CFA) in AMOS ensured validity. Structural equation modeling (SEM) in AMOS analyzed variable correlations within the research model. Results The findings reveal that higher environmental knowledge significantly enhances green purchasing behavior, suggesting that informed consumers are more likely to engage in sustainable purchasing. Novelty This study contributes to the literature by investigating the link between environmental knowledge and green purchasing in a post-disaster context. Using data from students at 11 earthquake- affected universities in Türkiye, it underscores the need to increase consumer awareness of sustainability.