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Antecedents of green purchases: a survey in China

Antecedents of green purchases: a survey in China Examines the influence of cultural values, ecological affect and ecological knowledge on the green purchasing behavior of Chinese consumers. Using structural equation modeling to assess the significance that ecological affect and ecological knowledge have on green purchase intention and actual green purchase, the results demonstrate that a strong positive relationship exists. However, other important findings suggest that Chinese people’s level of ecological knowledge is low and actual green purchase behavior minimal. Yet in contrast, Chinese consumers express a positive ecological affect and green purchase intention. In relation to the hypothesis that the Chinese strongly adhere to the cultural value of living in harmony with nature, the relevant descriptive statistic shows that today’s Chinese only pay moderate allegiance to this “man‐nature” orientation. Moreover, this cultural value is only found to exert significant bearing on ecological affect but not ecological knowledge. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Antecedents of green purchases: a survey in China

Journal of Consumer Marketing , Volume 17 (4): 20 – Jul 1, 2000

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760010335358
Publisher site
See Article on Publisher Site

Abstract

Examines the influence of cultural values, ecological affect and ecological knowledge on the green purchasing behavior of Chinese consumers. Using structural equation modeling to assess the significance that ecological affect and ecological knowledge have on green purchase intention and actual green purchase, the results demonstrate that a strong positive relationship exists. However, other important findings suggest that Chinese people’s level of ecological knowledge is low and actual green purchase behavior minimal. Yet in contrast, Chinese consumers express a positive ecological affect and green purchase intention. In relation to the hypothesis that the Chinese strongly adhere to the cultural value of living in harmony with nature, the relevant descriptive statistic shows that today’s Chinese only pay moderate allegiance to this “man‐nature” orientation. Moreover, this cultural value is only found to exert significant bearing on ecological affect but not ecological knowledge.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jul 1, 2000

Keywords: Ecology; Green issues; Values; China; Consumer behaviour

References