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This study examines the influence of four factors on the green purchase intention of American and Chinese consumers as well as the relationship between these factors. To this end, a conceptual model has been proposed and subjected to empirical verification with the use of a survey. The survey results obtained in one major Chinese city provide reasonable support for the validity of the proposed model. Specifically, the findings from the structural-equation modeling confirm the influence of environmental knowledge, attitudes, environmental concern, and social influence, on the green purchase intention. Although the present findings provide a better understanding of the process and significant antecedents of green purchase intention, the researcher also highlight two areas for more thorough investigation. They are collectivism and individualism. This study also discusses how the present findings may help the Chinese government and green marketers to fine-tune their environmental programs.
Lingyun Chen (Tue,) studied this question.