Factors Affecting Intention to Purchase Green Products

DOI

10.2991/978-2-38476-440-2_133How to use a DOI?

Keywords

Green products; Purchase intention; Influencing factors; Perceived value; Perceived greenwashing

Abstract

This study aims to analyze various factors influencing consumers’ intention to purchase green products. By integrating relevant literature and practical cases, it is found that multiple factors interact to influence consumers’ decisions, and these factors have both positive and negative effects. Among the positive influencing factors, the appeal of green advertising stands out. In addition, the enhancement of consumers’ perceived value, covering emotional, social, functional values, and the actual benefits of purchasing green products, can all strengthen the purchase intention. Substantive environmental protection actions of enterprises, such as Apple’s environmental protection measures, can enhance brand trust and promote product sales. Social norms can also guide consumption. However, negative influencing factors also exist. Problems such as high prices, difficulty in judging the environmental friendliness, limited purchase channels when buying green products, as well as consumers’ concerns about product quality and origin, all hinder the purchase behavior. In conclusion, enterprises should earnestly fulfill their environmental responsibilities and ensure truthful publicity. Society needs to strengthen supervision, publicity, and education. Future research can focus on the differences in influencing factors under different backgrounds to provide more ideas for promoting green consumption.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Chenhe Zhang
PY  - 2025
DA  - 2025/07/10
TI  - Factors Affecting Intention to Purchase Green Products
BT  - Proceedings of the 2025 11th International Conference on Humanities and Social Science Research（ICHSSR 2025)
PB  - Atlantis Press
SP  - 1177
EP  - 1188
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-440-2_133
DO  - 10.2991/978-2-38476-440-2_133
ID  - Zhang2025
ER  -