Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/205269 
Year of Publication: 
2019
Citation: 
[Journal:] Pakistan Journal of Commerce and Social Sciences (PJCSS) [ISSN:] 2309-8619 [Volume:] 13 [Issue:] 3 [Publisher:] Johar Education Society, Pakistan (JESPK) [Place:] Lahore [Year:] 2019 [Pages:] 599-619
Publisher: 
Johar Education Society, Pakistan (JESPK), Lahore
Abstract: 
As environmental awareness increases, consumers tend to focus more on environmental friendly products. The literature on green consumption has recently focused on the Asian markets, in particular, the populous country of the world 'china'. Despite many efforts by the marketers to promote the environmental awareness among Chinese consumers and their buying behavior towards the green products are not yet completely understood. This paper examines the green purchase behavior of Chinese consumers using theory of planned behavior. In this attempt, a conceptual model is developed to study the effects of the standard 'theory of planned behavior' predictors; attitudes, subjective norms and perceived behavioral control (PBC) on green buying behavior. In addition, the role of gender and price transparency in the relationship between green purchase intention and behavior are also examined. Surveys were collected from 370 young full-time students; structural equation modeling (SEM) has been used to analyze the data. The result showed a significant correlation among between the attitudes, subjective norms, perceived behavioral control (PBC), green purchase intention (GPI), and green purchase behavior (GPB). Thisempirical study contributed to the current state of knowledge by showing that gender also plays a role in the purchase intention, and price transparency also has a moderate influence. The study concluded with a discussion of the results and provided theoretical, administrative, and research implications for giving awareness of the green products in China.
Subjects: 
buying green products
theory of planned behavior
young consumers
price transparency
green purchase intention
green purchase behavior
subject norms
pro-environmental behavior
Creative Commons License: 
cc-by-nc Logo
Document Type: 
Article

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