Jingshan han
Exploring generation Z consumers’ purchase intention towards green products during the COVID-19 pandemic in China
han, Jingshan; Prabhakar, Guru; Luo, Xiaojun; Tseng, Hsiao Ting
Authors
Dr. Guru Prabhakar Guru.Prabhakar@uwe.ac.uk
Senior Lecturer in Ops/Info Mgt
Xiaojun Luo Xiaojun.Luo@uwe.ac.uk
Senior Lecturer in Financial Technology
Hsiao Ting Tseng
Abstract
China's Generation Z consumers are gradually developing an awareness of environmental issues and a willingness to purchase green products. Meanwhile, the COVID-19 pandemic has affected various traditional industries worldwide. This study aims to explore the factors that influence the purchase intention of green products among Chinese Generation Z consumers after the pandemic. This research utilizes the Theory of Planned Behaviour as a theoretical framework to discuss the effects of epistemic factors including attitude, subjective norms and perceived behavioural control as well as non-cognitive factors including anticipated positive emotion and personal moral norms on Generation Z consumers’ purchase intention of green products under the circumstance of COVID-19 pandemic. We collected primary data from 259 Chinese Generation Z consumers through an online questionnaire collection platform. This research shows that anticipated positive emotion is the most important affecting factor of Chinese Generation Z consumers’ green product purchase intention under the circumstance of COVID-19 pandemic, followed by perceived behavioural control, personal moral norm, attitude, and subjective norm, respectively.
Citation
han, J., Prabhakar, G., Luo, X., & Tseng, H. T. (2024). Exploring generation Z consumers’ purchase intention towards green products during the COVID-19 pandemic in China. e-Prime - Advances in Electrical Engineering, Electronics and Energy, 8, Article 100552. https://doi.org/10.1016/j.prime.2024.100552
Journal Article Type | Article |
---|---|
Acceptance Date | Apr 16, 2024 |
Online Publication Date | May 2, 2024 |
Publication Date | Jun 30, 2024 |
Deposit Date | Apr 16, 2024 |
Publicly Available Date | May 17, 2024 |
Journal | e-Prime - Advances in Electrical Engineering, Electronics and Energy |
Electronic ISSN | 2772-6711 |
Publisher | Elsevier |
Peer Reviewed | Peer Reviewed |
Volume | 8 |
Article Number | 100552 |
DOI | https://doi.org/10.1016/j.prime.2024.100552 |
Keywords | Green product; COVID-19; Generation Z; Purchase Behaviour; China |
Public URL | https://uwe-repository.worktribe.com/output/11897946 |
Publisher URL | https://www.sciencedirect.com/journal/e-prime-advances-in-electrical-engineering-electronics-and-energy/vol/8/suppl/C |
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Exploring generation Z consumers’ purchase intention towards green products during the COVID-19 pandemic in China
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Licence
http://creativecommons.org/licenses/by/4.0/
Publisher Licence URL
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