THE INTERRELATION BETWEEN GREEN INNOVATION AND CONSUMER’S ONLINE GREEN PURCHASE BEHAVIOR IN CHINA: A LITERATURE REVIEW

Abstract

With rising environmental consciousness, business green innovation and online consumer green purchase behavior need deeper investigation into their interconnections. This paper aims to investigate the relationship between green innovation and online green purchase behavior by reviewing the previous research and propose the future research field. Based on literature review, key concepts of green innovation and online green purchasing process were discussed in the paper. Influential theories include diffusion of innovation, theory of planned behavior, and consumer decision-making process are also reviewed. Key recommended research avenues include combining green innovation stimuli and consumer knowledge, probing online conditions, and empirically testing relationships between green innovation and consumer behavior. The value of this paper is to outline comprehensive research on business green innovation practice and consumer green purchase behavior for academic and practical benefit towards promoting green online shopping.

Keywords: Green Innovation, Consumer Behavior, Green Purchase, Literature Review