Is Generation Y in China prone to buy green products? Integrating Confucianism in a VAB-TPB model to explain

Abstract

This study focuses on Generation Y, exploring the impact of Confucianism on ecological values (EV), green attitude (GA), subjective norms in green purchases (SNGP) and perceived behavioural control of green purchases (PBCGP), and their influences on green purchase intention (GPI). An integration of Value-Attitude-Behaviour model and Theory of Planed Behaviour was employed. Data were collected from 312 Chinese respondents and analysed through PLS-SEM. Confucianism, built on five significant virtues, positively influenced EV, GA, SNGP, PBCGP, and these variables influenced GPI. EV and SNGP mediated the relationships between Confucianism and GA, while GA mediated those between EV and SNGP with GPI.