Exploring the Determinants of Green Purchase Intention and Behavior Among College Students in Fujian Province, China

Purpose: This study aims to identify the key determinants of green purchase intention and green purchase behavior among college students in Fujian, China. The study extends the Theory of Planned Behavior by incorporating environmental concern and environmental knowledge to provide a broader explanation of green purchasing decisions. Research design, data and methodology: A quantitative research approach was applied using structured questionnaires administered to 500 students from the Department of Business Administration at Meizhouwan Vocational Technology College in Fujian, China. All respondents had prior experience purchasing green products. A non-probability sampling approach combining purposive, quota, and convenience sampling was adopted. Data were analyzed using confirmatory factor analysis and structural equation modeling to evaluate the measurement model and test the proposed hypotheses. Results: Environmental concern, environmental knowledge, attitude, subjective norms, and perceived behavioral control all had significant positive effects on green purchase intention. Environmental concern showed the strongest effect, followed by perceived behavioral control and environmental knowledge. Attitude and subjective norms also had significant effects. Green purchase intention significantly influenced green purchase behavior. Conclusions: The findings support the applicability of the extended TPB framework in explaining green purchasing behavior among college students and suggest that universities can strengthen sustainable consumption by enhancing environmental awareness, improving access to green products, and fostering supportive social norms through environmental education and campus initiatives.