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The Impact of Eco-Label on the Young Chinese Generation: The Mediation Role of Environmental Awareness and Product Attributes in Green Purchase

by Yao Song 1, Zhenzhen Qin 1,2,* and Qi Yuan 2
1
School of Design, The Hong Kong Polytechnic University, Hongkong 999077, China
2
School of Journalism and Communication, Anhui Normal University, Anhui 241002, China
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(4), 973; https://doi.org/10.3390/su11040973
Received: 30 December 2018 / Revised: 11 January 2019 / Accepted: 23 January 2019 / Published: 14 February 2019
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
Environmental surroundings are highly shaped by consumer choice. Eco-label has been discussed as an effective tool for promoting such environmental product information from the producer to the consumer in relevant literature; however, the young generation has seldom been examined in previous research. Additionally, studies on the structural process of eco-label’s impact on green purchase remain limited, especially the mediation effects within the process. Regarding this research gap, the current study empirically tested the effects of eco-label on product attributes, environmental attitude, environmental concern and consequent purchase behavior from the young Chinese generation perspective. The intermediary role of product attribute is first investigated in the labeling-driven purchase, and the environmental attitude and concern are tested respectively to better understand the young generation’s awareness, compared to previous relevant studies. Based on the appropriate sample collection (N = 699), a structural equation model (SEM) was used, and results statistically showed the impact of eco-label mediated by product attributes on environmental attitude and environmental concern, and how green purchase behavior was influenced through this process significantly. Theoretical contributions and managerial implications are also discussed in this study. View Full-Text
Keywords: Eco-label; green purchase; environmental attitude; environmental concern; product attributes; young Chinese generation Eco-label; green purchase; environmental attitude; environmental concern; product attributes; young Chinese generation
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Song, Y.; Qin, Z.; Yuan, Q. The Impact of Eco-Label on the Young Chinese Generation: The Mediation Role of Environmental Awareness and Product Attributes in Green Purchase. Sustainability 2019, 11, 973.

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