Green Environment via Theory of Consumption Values: Impact of Attitude Towards Environment and Green Product Quality on Green Purchase Intention

This study delves into the influence of consumption values on green purchase intentions within the Chinese automobile industry, focusing on adopting electric vehicles (EVs) as a more sustainable alternative to traditional petrol vehicles.The objective was to examine how functional, social, and emotional values affect consumers' attitudes toward environmental issues and their subsequent intention to purchase green products.Utilizing a quantitative research methodology, data were gathered and analyzed through structural equation modeling to assess the influence of consumption values on attitudes toward environmental issues and green purchase intention.The results indicated that functional value had a strong positive effect on environmental attitudes, significantly influencing green purchase intentions.Social and emotional values also contributed positively to shaping environmental attitudes, suggesting that these factors play a crucial role in the decision-making process for potential EV consumers.The study's novelty lies in integrating the theory of consumption values with green purchase behavior, particularly within the burgeoning Chinese EV market.It provides a nuanced understanding of the predictors of green purchase intentions, offering valuable insights for manufacturers and policymakers looking to foster a more sustainable automotive industry.The findings underscore the importance of aligning product offerings with consumer values to accelerate the transition towards environmentally friendly vehicles.