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Investigating the consumers’ intention on buying green products

Jianhang Li


This paper aims to explore the formation mechanism of consumers' purchase intention of green products, and the deep-seated reasons that hinder green products, especially why the consumption trend of green products is low in eastern culture. The theory of this paper is planned behavior, and the method is systematic review with qualitative and quantitative analysis. 1) We find that consumers’ attitudes significantly effect on the intention to purchase green products. 2) Mediating effects illustrates that attitudes of consumers have strong influence on the subjective norms. 3) Results are stable under various evaluations. 


Green Products; Consumer Intention; Perceived Behavior Control

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DOI: http://dx.doi.org/10.18686/fm.v7i3.4898