An extended model of value-attitude-behavior to explain Chinese consumers' green purchase behavior. (September 2019)

• Record Type: Journal Article
• Authors: Cheung, Millissa F.Y.; To, W.M.
• Is Part Of: Journal of retailing and consumer services. Volume 50(2019)
• Page Start: 145
• Page End: 153
• Publication Date: 2019-09
• Subjects: Environmental consciousness -- Attitude towards environmental issues -- Attitude towards eco-social benefits -- Green product information -- Green purchase behavior -- Green product quality; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2019.04.006
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: This study proposed an extended value-attitude-behavior model to explain for consumers' green purchase behavior and validated this model on a random sample of 399 Chinese consumers in Hong Kong. Results of structural equation modelling showed that consumers' environmental consciousness (value) strongly influenced their attitude towards environmental issues and towards eco-social benefits (attitude), which in turn exerted positive effects on their green purchase behavior (behavior). Green product information was found to be a key determinant of consumers' green purchase behavior. Moreover, high quality green products were reported to moderate the relationships between attitude towards eco-social benefits and green purchase behavior and between green product information and green purchase behavior, but not on the relationship between attitude toward environmental issues and green purchase behavior.