Towards a Greener Future: Exploring Factors Influencing Green Purchase Intention and Pro-Environmental Behavior among Young Consumers

Abstract

While economic growth has undeniably enhanced individuals' quality of life, it has also played a role in numerous environmental issues, such as pollution, depletion of natural resources, escalating greenhouse gas emissions, and the consequential phenomena of global warming and climate change. This study examines the antecedents of green purchase intention (GPI) and pro-environmental behaviour (PEB) and the role of green purchase attitude (GPA) and green trust (GTR) as mediators. The results revealed that green knowledge, social status and perceived value are significant predictors of GPI, which significantly predicted PEB, while GPA and GTR are significant mediators.

Enhancing Environmental Awareness through Digital Tools in Environmental Education in China

“…Furthermore, researchers believe that education plays a vital role in this ecosystem, not only in imparting knowledge but also in shaping attitudes and behaviors to establish a responsible society ready to tackle environmental challenges through personal responsibility and collective action. Despite the abundance of research (Li et al, 2023;Rasiah et al, 2023), few studies have integrated English education curricula with digital tools to promote students' environmental awareness in a personalized manner through smartphones (Thor & Karlsudd, 2020).…”