What factors determine college students' green purchase behavior? An empirical investigation of the modified model of goal-directed behavior

Human activities are important causal factors driving global warming and environmental degradation. Nowadays, consumers have become more aware that their consumption patterns are one of the main causes of environmental damage, bringing attention to various environmental issues. In this context, sustainable products (e.g., green products) are becoming increasingly popular. This study proposes an extended model of goal-directed behavior by including pollution avoidance intention and willingness to be environmentally friendly to offer a more comprehensive explanation of the decision making process of college students' green purchase behavior. A structured questionnaire survey was made to gather data from 503 participants in Taiwan before partial least squares structural equation modeling was used to examine the sampled data and analyze the research hypotheses. The findings indicate that (1) anticipated emotions, perceived behavioral control subjective norms, attitudes, and are the key factors of forming desires, which, in turn, influence pollution avoidance intention; and (2) willingness to be environmentally friendly, perceived behavioral control, and pollution avoidance intention are crucial to college students' green purchase behavior. Furthermore, desire serves as an essential mediator and has the strongest effect on pollution avoidance intention. The discoveries of this research are expected to bring better understanding of the decision-making processes behind college students' green purchase behavior.