Purpose: This study intends to examine the effect of green products’ attributes on consumer purchase intentions. Based on the centrality theory, green attributes were classified into central and peripheral attributes, and the causal relationship between green attributes and purchase intentions was examined. In addition, considering the possible effects of situational conditions of green purchase behavior, purchase purpose and timing were examined to see the moderating effects on the relationship between green attributes and purchase intentions.Research design, data, and methodology: In order to test research hypotheses, data were collected through an online experimental survey with a sample of 300 adult consumers. A guideline was given to help participants understand the conceptual meanings of green products and attributes, and measurement reliability was tested. All the measurement items were derived and modified from the literature and measured by 7-point Likert-type scales.Results: The results show that consumers ‘purchase intentions were greater when the product’s green attributes were peripheral than when they were central. It was also found that purchase purpose had a significant moderating effect on the relationship between green attributes and purchase intentions. In addition, it was confirmed that purchase timing moderates the proposed relationship between green attributes and purchase intentions.Implications: Theoretically this study adds evidence for the effects of green products’ attributes on consumption behavior. Importantly this study provides new evidence for the moderating roles of purchase purpose and purchase timing for better understanding the complex nature of green product consumption behavior. The results provide practical implications to product and marketing managers regarding green products when developing new products and planning promotional campaigns for consumers.
Wang et al. (Sun,) studied this question.