Study on the Driving Mechanisms of Green Purchasing Behavior - Mediation of Green Purchasing Intention

protection. Adopting the Theory of Planned Behavior (TPB) theoretical framework, this research systematically examines the causal pathways underlying environmentally conscious consumption patterns. This study employed a web-based survey methodology targeting active online shoppers, yielding 219 analyzable responses after implementing stringent quality filters. Psychometric evaluations confirmed the instrument's robustness. The results demonstrate that the questionnaire exhibits satisfactory reliability and validity. Attitude (A) and perceived behavioral control (PBC) significantly impact consumers' green purchasing intention (GPI), while subjective norms (SN) show no effect. Additionally, GPI serves as a mediator between attitude, perceived behavioral control, and green purchasing behavior. The presence of positive environmental attitudes and perceived behavioral control among consumers may serve to enhance their intentions to purchase environmentally friendly products. These enhanced intentions may subsequently be reflected in actual green purchasing behavior. The findings advance research on green consumption and offer a basis for predicting the green purchasing behavior of Chinese e-commerce consumers.