AUTHOR=Wang Lei , Zhang Qi , Wong Philip Pong Weng 

TITLE=Purchase Intention for Green Cars Among Chinese Millennials: Merging the Value–Attitude–Behavior Theory and Theory of Planned Behavior

JOURNAL=Frontiers in Psychology

VOLUME=Volume 13 - 2022

YEAR=2022

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.786292

DOI=10.3389/fpsyg.2022.786292

ISSN=1664-1078

ABSTRACT=The value-attitude-behaviour and the theory of planned behaviour (TPB) appear to provide limited explanation for consumer green purchase behaviour. This study aims to examine the relationship between pro-environmental value, consumption value, and TPB towards green car purchasing intention among the young Chinese generation. A total of 541 student responses were collected, and the results showed that altruistic value positively influenced subjective norm (SN) and perceived behavioural control (PBC), but negatively influenced green purchase attitude (GPA). Biospheric value positively influenced GPA and PBC. Function value and emotional value positively influenced GPA, respectively, and emotional value fully mediated the relationship between function value and GPA. Furthermore, GPA, SN, PBC positively influenced intention toward green car purchasing behaviour, respectively, and SN mediated the relationship between GPA and intention. This study shows how pro-environmental value and consumption value can influence components of TPB in green car purchase intention.