Generation Y In China

Green consumerism plays a crucial role in tackling environmental issues in China.This research aims to understand the different factors that determine the green purchase behavior of China’s Generation Y.Many studies in the past have explored these relationships,but still very few studies have been conducted on Chinese millennials’ green consumption behavior.By using the basic structure of the Theory of Planned Behavior(TPB)and adding further relevant variables,an extended research model is created.The empirical research builds on a questionnaire with a sample size of 330 Chinese millennials.Structural equation modeling clarifies the relationships between the predicting variables,as well as green purchase intention and behavior.The results indicate that environmental concern,subjective norm,perceived consumer effectiveness,willingness to pay,perceived quality of green products,and confidence in eco-labels are significant predictors of green purchase intention.In contrast,the perceived availability of green products failed to show a significant relationship with green purchase intention.Therefore,the results of this study contribute to a better understanding of green purchase behavior among Chinese millennials.The research concludes with practical implications for policymakers and managers in promoting green products and reveals limitations and suggestions for future research.