Moral norm is the key An extension of the theory of planned behaviour (TPB) on Chinese consumers' green purchase intention

• Published in: Asia Pacific journal of marketing and logistics Vol. 32; no. 8; pp. 1823 - 1841
• Main Authors: Liu, Matthew Tingchi, Liu, Yongdan, Mo, Ziying
• Format: Journal Article
• Language: English
• Published: Patrington Emerald Group Publishing Limited 12.10.2020
• Subjects: Attitudes; Behavior; Consumer behavior; Consumers; Consumption; Developing countries; Environmental conditions; Green products; Industrialized nations; LDCs; Natural & organic foods; Norms; Perceptions; Purchase intention; Purchasing; Theory of planned behavior
• ISSN: 1355-5855; 1758-4248
• DOI: 10.1108/APJML-05-2019-0285

PurposeThis research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).Design/methodology/approachThe current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.FindingsThe findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.Originality/valueThis study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.