Knowing green, buying green: University students green knowledge and green purchase behavior

Green purchase behavior can significantly contribute to environmental protection, which should be further encouraged. In promoting green purchase behavior, individual green knowledge may play a vital role. This study aims to explore how and when green knowledge influences individual green purchase behavior. Based on trait activation theory, this study proposes that individuals with more green knowledge can better know the impact of their daily behaviors on the environment, including their consumption behaviors. Specifically, individuals with more green knowledge will have more environmental concerns and thus show higher preferences for green consumption. Further, by integrating the environment individuals live in, this study proposes that resource inadequacy will strengthen the effects of green knowledge. Survey data collected from 606 Chinese university students at three-time points supported our hypotheses. This study also discussed the theoretical and practical implications.