The Effect of Green Product Experience on Consumers' Green Purchasing Intention

doi:10.15936/j.cnki.1008-3758.2022.04.004

Abstract

Abstract: Based on the classical theory of planned behavior with consumers in China， Japan， and South Korea as the research objects， this study explores the effect of green product experience on green purchasing intention through structural equation model， aiming to investigate the internal mechanism of the formation of consumers' green purchase intention and the heterogeneity in different countries. The results show that consumers' green product experience in the three countries positively influences their green purchasing intentions. Green product experience also has an indirect influence on consumer green purchasing intention through attitude， subjective norm and perceived behavioral control. Compared with subjective norm and perceived behavioral control， the influence of green product experience on attitude is more significant. Compared with attitude and perceived behavior control， the influence of subjective norm on consumer green purchasing intention is the most significant.

Key words: theory of planned behavior; green product experience; green purchasing intention

CLC Number:

F572

SHENG Guanghua， XIA Qing， FENG Zhuohang. The Effect of Green Product Experience on Consumers' Green Purchasing Intention[J]. Journal of Northeastern University(Social Science), 2022, 24(4): 26-34.

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