An empirical investigation of green purchase behaviour among the young generation

Maturos Kanchanapibul, Ewelina Lacka, Xiaojun Wang, Hing Kai Chan

Research output: Contribution to journalArticlepeer-review


Due to an increasing awareness in environmental impact, consumers are more sensitive towards green products when making their purchasing decisions. The young generation, who represents the future of our society, seems to have a different attitude and belief which enables them to reflect on their choice of green products. This research empirically examines the influence of ecological affect and ecological knowledge on the green purchasing behaviour of the young generation. A survey was administered to young consumers between the age of 18 and 30. Structural equation modelling was applied to test the hypotheses. The analysis result confirms that the ecological effect and knowledge are significant in determining young consumers' green involvement as well as their actual purchase.
Original languageEnglish
Pages (from-to)528-536
Number of pages9
JournalJournal of Cleaner Production
Publication statusPublished - 1 Mar 2014


  • green products
  • purchase behaviour
  • young generation
  • ecological cognition
  • marketing
  • distribution of products
  • environmental science
  • strategy and management
  • industrial and manufacturing engineering
  • renewable energy
  • sustainability and the environment


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