Abstract:
As the world's largest food consumer, China is actively pursuing a sustainable
development strategy. At the same time, due to the improvement in living standards
and frequent food safety issues, Chinese consumers are increasingly concerned with
the health, quality and nutritional value of food products. Increasing attention to
health issues means creating opportunities for the growth of the organic food market.
Although green products with lower standards and prices are becoming more popular
in China than organic products, they still have very limited domestic market share.
Therefore, it is important to study green consumer buying behavior. Quantitative
research with multiple regression analysis employed in this research, with
questionnaire as the instruments in collecting primary data from respondents (189
valid samples).The data were collected by questionnaire and analyzed by SPSS 22
This study found attitude toward the behavior and perceived behavioral control have
significant influence on green consumer purchase intention. While, subjective norm
not partially giving significant influence towards green consumer purchase intention.
Yet, all variables have simultaneous influenced towards purchase intention. The study
limited by the respondent’s demographic which large differentiation among education
level that need to be reassured in future research. Recommendations as point to
consider is provided.
