An extended model of value-attitude-behavior to explain Chinese consumers green purchase behavior

Millissa Cheung; Wai Ming To

doi:10.1016/j.jretconser.2019.04.006

An extended model of value-attitude-behavior to explain Chinese consumers green purchase behavior

Millissa Cheung^*, Wai Ming To

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

197 Citations (Scopus)

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.

Original language	English
Pages (from-to)	145-153
Number of pages	9
Journal	Journal of Retailing and Consumer Services
Volume	50
Early online date	14 May 2019
DOIs	https://doi.org/10.1016/j.jretconser.2019.04.006
Publication status	Published - 1 Sept 2019
Externally published	Yes

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10.1016/j.jretconser.2019.04.006

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title = "An extended model of value-attitude-behavior to explain Chinese consumers green purchase behavior",

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{\textquoteright} 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.",

keywords = "Environmental consciousness, Attitude towards environmental issues, Attitude towards eco-social benefits, Green purchase behavior, Green product quality",

author = "Millissa Cheung and To, {Wai Ming}",

year = "2019",

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doi = "10.1016/j.jretconser.2019.04.006",

language = "English",

volume = "50",

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journal = "Journal of Retailing and Consumer Services",

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T1 - An extended model of value-attitude-behavior to explain Chinese consumers green purchase behavior

AU - Cheung, Millissa

AU - To, Wai Ming

PY - 2019/9/1

Y1 - 2019/9/1

N2 - 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.

AB - 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.

KW - Environmental consciousness

KW - Attitude towards environmental issues

KW - Attitude towards eco-social benefits

KW - Green purchase behavior

KW - Green product quality

U2 - 10.1016/j.jretconser.2019.04.006

DO - 10.1016/j.jretconser.2019.04.006

M3 - Article

SN - 0969-6989

VL - 50

SP - 145

EP - 153

JO - Journal of Retailing and Consumer Services

JF - Journal of Retailing and Consumer Services

ER -

An extended model of value-attitude-behavior to explain Chinese consumers green purchase behavior

Abstract

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