Antecedents of green purchases: A survey in China

Yee Kwong Chan, Lorett B.Y. Lau

Research output: Journal article publicationJournal articleAcademic researchpeer-review

274 Citations (Scopus)


Examines the influence of cultural values, ecological affect and ecological knowledge on the green purchasing behavior of Chinese consumers. Using structural equation modeling to assess the significance that ecological affect and ecological knowledge have on green purchase intention and actual green purchase, the results demonstrate that a strong positive relationship exists. However, other important findings suggest that Chinese people's level of ecological knowledge is low and actual green purchase behavior minimal. Yet in contrast, Chinese consumers express a positive ecological affect and green purchase intention. In relation to the hypothesis that the Chinese strongly adhere to the cultural value of living in harmony with nature, the relevant descriptive statistic shows that today's Chinese only pay moderate allegiance to this "man-nature" orientation. Moreover, this cultural value is only found to exert significant bearing on ecological affect but not ecological knowledge.
Original languageEnglish
Pages (from-to)338-357
Number of pages20
JournalJournal of Consumer Marketing
Issue number4
Publication statusPublished - 1 Jan 2000


  • China
  • Consumer behaviour
  • Ecology
  • Green issues
  • Values

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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