The effects of subjective knowledge, altruistic value and consumer self-confidence on the green purchase attitudes and green purchase behaviour of Chinese customers

• Published in: Tourism Vol. 32; no. 2; pp. 7 - 27
• Main Author: Gu, Shengyu
• Format: Journal Article
• Language: English
• Published: Wydawnictwo Uniwersytetu Łódzkiego 23.11.2022; Lodz University Press
• Subjects: altruistic value; consumer self-confidence; green purchase attitudes; green purchase behaviour; Marketing / Advertising; subjective knowledge; altruistic value; green purchase behaviour; subjective knowledge; consumer selfconfidence; green purchase attitudes

In the current era of globalization, increases in marketing and advertising have enhanced customer knowledge and confidence. This study aims to investigate the effects of altruistic value, subjective knowledge and consumer self-confidence on green purchase attitudes and behaviour utilizing a cross-s...