The Influencing Factors of Green Purchase Intention Among Chinese College Students: A Mediator Analysis of Subjective Norms

Protecting biodiversity, promoting low-carbon development and advocating green consumption have received global consensus of countries, in dealing with environmental issues. This study seeks to examine the impact of environmental knowledge, green perceived value, and perceived behavioral control on the green purchase intentions of Chinese college students, while also investigating the mediating effect of subjective norm in these relationships. The study employs quantitative research methods, utilizing a sample of 567 Chinese college students and collecting primary data through a questionnaire survey, conducted in strict accordance with ethical guidelines. This research utilized PLS-SEM to evaluate the precision of both the measurement and structural models. The research outcomes indicate that within the demographic of Chinese university students, the concepts of green perceived value and perceived behavioral control have substantial correlations with their inclination to participate in environmentally friendly buying behaviors, whereas environmental awareness does not emerge as a significant factor. Furthermore, subjective norms was found to act as a pivotal mediator, linking the aforementioned exogenous constructs-environmental knowledge, green perceived value, and perceived behavioral control-to the endogenous variable of green purchase intention. The results establish subjective norms as not only a mediator but a critical predictor of green purchase intention, providing an innovative contribution to the domain of green consumption research. This research contributes to the academic discourse by bridging the knowledge gaps in current scholarly works and offering novel perspectives on the factors influencing the propensity of college students to engage in green purchasing behaviors. Moreover, the findings present actionable strategies for government, academia, and industry, empowering them to more effectively shape and influence the pathways through which green purchase intentions develop among Chinese college students. This research marks a significant step forward in understanding the dynamics of sustainable consumer behavior.