Factors Associated with Green Purchase Behavior Among the 1990s Generation: The Roles of Environmental Knowledge, Personal Attitudes, Media Influence, and Government Support
Keywords:
consumer environmental knowledge, personal attitude, media influence, government support, green purchase behaviorAbstract
This study examines how environmental knowledge, personal attitude, media influence, and government support affect green purchase behavior among individuals born in the 1990s. Data were collected from 138 respondents aged 23–32 through an online survey distributed using a snowball sampling technique. Five constructs—environmental knowledge, personal attitude toward environmental products, media influence, government support, and green purchase behavior—were measured using a five-point Likert scale. Ordinary Least Squares (OLS) regression was applied to evaluate the relationships among variables and assess the model’s predictive power. The results show that personal attitude is the only factor with a positive and statistically significant effect on green purchase behavior (p < .001), indicating that individuals with stronger pro-environmental attitudes are more likely to engage in eco-friendly purchasing. In contrast, environmental knowledge, media influence, and government support do not significantly predict green purchasing in this sample. Personal income also demonstrates a significant positive relationship with green purchase behavior, whereas gender shows no significant effect. Overall, the study enhances understanding of the factors influencing green consumer behavior among young adults and offers practical insights for marketers and policymakers seeking to encourage sustainable purchasing practices.
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