The Impacts of Environmental Knowledge and Green Perceived Value on Chinese Consumer Green Purchasing Behaviour

Abstract

Green purchasing represents an economic consumption model aimed at fostering a resource-efficient and environmentally sustainable society. It seeks to address green development challenges at their root, integrating green growth elements within a sustainable and ecologically balanced economic framework. Traditionally, environmental knowledge has been regarded as the primary factor influencing consumers' engagement in environmentally responsible purchasing behaviour. However, the perceived value of green products has emerged as a crucial determinant of consumers' intentions to purchase such products. This study explores the relationship between environmental knowledge, green perceived value, and consumer behaviour in green purchasing. The research employs quantitative analysis methods to test its proposed hypotheses. Data were gathered through a survey questionnaire, yielding a total of 550 first-hand responses, which were subsequently processed and analysed using AMOS and SPSS statistical software. The findings confirm that all hypotheses are supported.