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

Cheung, Millissa; To, W. M.


W. M. To


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.

Journal Article Type Article
Acceptance Date Apr 4, 2019
Online Publication Date May 14, 2019
Publication Date 2019-09
Deposit Date Feb 7, 2023
Journal Journal of Retailing and Consumer Services
Print ISSN 0969-6989
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 50
Pages 145-153