English

Abstract

This study investigates the relationship between man-nature orientation, ecological effect, attitude toward green purchase, green perceived value, subjective norm and green trust of green electronic products purchase intention. To do so, a survey was conducted by distributing 450 questionnaires in 3 selected IT malls in Beijing, China. The Pearson Correlation was used for the data analysis. According to the hypothesis testing results, all of the null hypotheses were rejected. All variables were verified as factors that positively affect green purchase intention. Based on these results, it can help government and green marketer to better understand how environmental issues influenced customer's attitude toward green purchase intention, and what factors affected customer's green purchase intention. As a result, it seems that the government needs to adjust low or regulation to remain customer's environmental concern; the green marketer needs to develop business strategy to increase customer perceived value and trust to increase green purchase intention. Previous studies stated that man-nature orientation, ecological effect, attitude toward green purchase, green perceived value, subjective norm, and green trust is an important factor of customer green purchase intention, perceived value and customer satisfaction is an important factor of customer loyalty. In this study, the researcher was focused on the factors influence customer's attitude toward intention to purchase green electronic products. Therefore, the researcher focuses on the relationship between man-nature orientation, ecological effect, attitude toward green purchase, green perceived value, subjective norm and green trust towards green electronic products purchase intention at an IT mall in Beijing, China. The researcher was focused on the customers who have no experience but the intention to purchase green electronic products at an IT mall in Beijing, China.