THE IMPACT OF ENVIRONMENTAL KNOWLEDGE, ENVIRONMENTAL ATTITUDES, AND SUBJECTIVE NORMS ON COLLEGE STUDENTS' GREEN PURCHASE INTENTION

Abstract This study aims to examine the effects of environmental knowledge, environmental attitudes, and subjective norms on Chinese college students' green purchase intention, utilizing the Theory of Reasoned Action. Data were collected from 328 respondents through questionnaires and analyzed quantitatively using the partial least squares method. The findings reveal that environmental knowledge has a significant and positive impact on green purchase intention, environmental attitudes, and subjective norms. Furthermore, environmental attitudes and subjective norms significantly and positively influence green purchase intention. This study provides valuable insights for companies aiming to market green products in China and for the government and educational institutions to enhance the promotion of environmental knowledge, thereby increasing college students' environmental awareness and green purchase intention.