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

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.

• 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