What is it about?

In the modern customer-driven market, it is crucial to understand the antecedents and mechanisms of consumers’ green purchase behavior so that manufacturers, retailers, and the government can effectively promote green consumption. This study proposed an extended value-attitude-behavior model to explain for consumers' green purchase behavior and validated this model using a sample of 399 Chinese consumers in Hong Kong.

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Why is it important?

Our study's results 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 moderated 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.


People have talked about green consumption and green purchase behaviors for quite some time. Yet, the psychological mechanism of green purchase has yet to be thoroughly explored. In this study, we used the extended value-attitude-behavior model to study green consumption in Hong Kong. We hope that some other researchers can test this model or its refined version(s) in different contexts.

Professor W.M. To
Macao Polytechnic University

Read the Original

This page is a summary of: An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior, Journal of Retailing and Consumer Services, September 2019, Elsevier,
DOI: 10.1016/j.jretconser.2019.04.006.
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