Do Consumption Values and Environmental Awareness Impact on Green Consumption in China?

This research explores the relationships between the following aspects: (1) Green product purchase intention and green consumption behaviours; (2) Consumption values and green product purchase intention; (3) Environmental awareness and green product purchase intention. The research made use of questionnaires that were physically administered around university campus. There were two groups of respondents in this study: electric motorcycle users and mobile phone users. The following findings were obtained from the study; (1). Behavioural intention are significantly correlated with green consumption behaviours. (2). Consumption values effect on behavioural intention. (3). Environmental awareness significantly impacts on behavioural intention. The findings can guide green product design and production towards a more effective direction.

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