Research on the Green Purchase Intentions from the Perspective of Product Knowledge

Based on the theory of planned behavior, the moderating effects of product knowledge on the relationships between three independent variables and green purchase intentions were explored. Independent variables included green purchase attitudes, subjective norms, and perceived behavior control. After that, the difference of moderating effects of product knowledge between convenience goods and shopping goods was further analyzed. The scales of the study passed the test of reliability and validity through confirmatory factor analysis, and 306 valid questionnaires were collected. The hypotheses were tested by stepwise regression analysis. The results of the study showed that product knowledge had a significant moderating effect on the relationship between three independent variables and green purchase intentions, and the explanatory power of three independent variables would decrease in the context of high product knowledge. Interesting conclusions were reached from the perspective of product classification. This study contributes to the literature by treating product knowledge as a moderating variable in the theory of planned behavior in the field of green purchase behavior and exploring from a new research angle—the perspective of product classification.