Understanding the Role of Environmental Concern in Green-Product Purchase Intention

Investigating Perceived Policy Effectiveness in the Theory of Planned Behaviour

DOI

10.2991/978-94-6463-052-7_143How to use a DOI?

Keywords

Green product; Purchase intention; Theory of planned behaviour; Perceived policy effectiveness; Environmental concern

Abstract

Environmental problems have gradually become a hot-button issue that cannot be ignored. Green products are receiving widespread attention due to their environmental benefits and contributions to a green economy. However, earlier studies have not thoroughly considered the role of environmental concern and government policies on green-product purchase intentions. This study aimed to evaluate people’s green-product purchase intentions using an extended framework of the theory of planned behaviour (TPB). It examined the moderating effect of perceived policy effectiveness and analysed groups with high vs. low environmental concern. An online survey was conducted in China, and the study’s results again proved the applicability of the TPB in this field while verifying the positive relationship of perceived policy effectiveness on purchase intention and its moderating effect on the TPB constructs. Furthermore, the results suggested that people with high environmental concern are more spontaneous in their purchase intentions, while those with low environmental concern are driven by the subjective norm. This study’s findings contribute to improving the understanding of green-product purchase intention, which has significant implications for policymakers who play an essential role in sustainable consumption and for follow-up research in this field.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Sheng Yang Ye
PY  - 2022
DA  - 2022/12/27
TI  - Understanding the Role of Environmental Concern in Green-Product Purchase Intention
BT  - Proceedings of the 2022 International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2022)
PB  - Atlantis Press
SP  - 1281
EP  - 1297
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-052-7_143
DO  - 10.2991/978-94-6463-052-7_143
ID  - Ye2022
ER  -