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The impact of environmental knowledge on green purchasing intention: a higher-order model
Mulin Liu1, Bei Lyu2, Niyom Suwandej3
1School of Economics and Management, Guangxi University of Science and Technology, Guangxi, China.
Scientific Reports
|April 2, 2026
Summary
Environmental knowledge significantly boosts undergraduate students' green purchasing intention. This is mediated by attitudes, norms, and perceived control, highlighting the importance of environmental education for sustainable consumption.
Area of Science:
- Environmental Science
- Consumer Behavior
- Social Sustainability
Background:
- Increasing environmental problems and global warming necessitate promoting green product purchases for social sustainability.
- Understanding factors influencing consumer behavior towards green products is crucial for market development.
Purpose of the Study:
- To analyze how environmental knowledge influences green purchasing intention among undergraduate students.
- To investigate the mediating roles of green product attitude, subjective norms, and perceived behavioral control.
Main Methods:
- Quantitative research utilizing a higher-order model.
- Data collected from 343 undergraduate students.
- Smart partial least squares (Smart PLS) for data analysis.
Main Results:
- A significant positive correlation was found between environmental knowledge and green purchase intention.
- Green product attitude, subjective norms, and perceived behavioral control significantly mediate this relationship.
Conclusions:
- Environmental knowledge is a key driver of green purchasing intention in students.
- Targeted marketing strategies and environmental education are vital for promoting green products and sustainability.
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