THE EFFECT OF ENVIRONMENTAL KNOWLEDGE ON GREEN PURCHASE INTENTION

Abstract

This paper analyzes the influence of environmental knowledge and environmental attitude on individuals' green purchase intention based on the theory of planned behavior and the theory of knowledge-attitude-behavior. In this context, green consumption has attracted much attention as a positive response to environmental challenges. A review of the literature shows that an individual's level of environmental knowledge is closely related to his/her awareness of environmentally friendly products, and individuals with high environmental knowledge are more inclined to choose green products. Meanwhile, positive environmental attitudes are also positively related to green purchase intentions, i.e., individuals with positive attitudes toward environmental protection are more likely to adopt environmentally friendly behaviors. This research provides essential theoretical guidance for understanding the influence of environmental knowledge and attitudes on green purchase intentions. It provides valuable insights for promoting sustainable consumption and environmental protection