STUDY ON ENVIRONMENTAL KNOWLEDGE AND ENVIRONMENTAL CONCERN TO CONSUMERS' PURCHASE INTENTION OF GREEN PRODUCTS

Sustainable development is a globally emphasised issue. Consumers would select products and service with environmental characteristics so that environmental awareness is no longer a slogan, but the common market activity of enterprises and consumers. In order to conform to government decrees and satisfy consumers' greening demands, there are more enterprises investing in green industry. Taking general consumers in Xiangtan as the research objects, total 600 copies of questionnaire are distributed, and 523 valid copies are retrieved, with the retrieval rate 87%. The research results show that: (i) consumers with higher environmental knowledge would more positively concern about environmental issues to further present responsible behaviours for the ecology and environment; (ii) environmental concern is an important factor in consumers' attitudes towards the purchase intention of ecological environment harmless products, and (iii) consumers with higher environmental knowledge show stronger green purchase intention. According to the results to propose conclusions, it is expected to enhance consumers' environmental knowledge and environmental concern, facilitate enterprises' promotion of environmental products, and promote consumers' purchase intention of green products.