Abstract
The Industrial Revolution has led to a continuous decline in global environmental quality, exacerbating environmental issues in recent years and gradually drawing public attention to ecological concerns. In the context of promoting sustainable development globally, green purchasing behavior, particularly among the millennial generation of college students, is gaining increasing attention due to its minimal negative impact on the environment. This article, based on extensive literature review and a case study of a university in Guangdong Province, employs the Theory of Planned Behavior and utilizes SPSS software for data analysis. It concludes that college students' environmental knowledge, ecological values, perceived self-efficacy, and group pressure significantly influence their green purchasing intentions. The study aims to provide support and reference for related research.
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