This study investigated the influence of pro-environmental awareness (i.e., environmental knowledge, environmental affection, and environmental responsibility) on consumers attitudes toward green consumption. It also examined the relationship between consumer attitude and green consumption behaviour and examined the moderating role of environmental concern. A quantitative, cross-sectional research design was used, with self-administered questionnaire distributed to Chinese consumers. To test the hypothesised relationships in the conceptual framework, the study used Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyse data collected from an online survey. The hypothesised findings should have shed light on the ways in which various aspects of pro-environmental awareness affected green consumption behaviour by consumers. It was also aimed to clarify the role of environmental concern in the relationship between consumer attitude and green consumption behaviour . The anticipated outcomes were expected to provide useful insights for policy makers, educators and marketers in the process of formulating strategies to enhance environmental consciousness, reinforce positive consumer attitude and to promote sustainable consumption practices. This study makes a contribution to the green consumption literature by integrating multiple dimensions of pro-environmental awareness in a single framework and extending the understanding of green consumption behaviour among consumers in China. It also sought to further the understanding of psychological mechanisms that are involved in sustainable consumption by examining the role of environmental concern within the proposed model.

Authors:
Nadzirah Rosli, The National University of Malaysia, Malaysia
Elaina Rose Johar, The National University of Malaysia, Malaysia
Muhammad Syukri Abdullah, The National University of Malaysia, Malaysia

About the Presenter(s)
Dr Nadzirah Rosli is a Senior Lecturer at the Center for Value Creation and Human Well-being Studies, Faculty of Economics and Management, National University of Malaysia (UKM), Malaysia.

See this presentation on the full schedule – Thursday Schedule

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