THE IMPACTS OF ENVIRONMENTAL KNOWLEDGE AND GREEN PERCEIVED VALUE ON CHINESE CONSUMER GREEN PURCHASING BEHAVIOUR

Abstract

Green purchasing refers to the practice of allocating financial resources to support sustainable initiatives and the conservation of natural resources. By incorporating elements of green growth within a sustainable and environmentally coherent economic framework, it directly contributes to addressing challenges in green development. Historically, consumers’ environmental awareness has been regarded as the primary determinant influencing their propensity to acquire green products. Nevertheless, the perceived value of such products remains a critical factor shaping consumers’ intention to engage in eco-friendly purchases. This study investigates the interrelations among consumer behaviour, green purchasing, green perceived value, and environmental awareness. To validate the hypotheses, the research adopted quantitative analytical techniques. Data were collected via a structured survey, yielding 550 primary responses, which were subsequently processed and examined using the AMOS and SPSS statistical software packages. The results confirm the validity of all proposed theoretical propositions.