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https://doi.org/10.62836/emi.v5i2.0015
Ge, Y., Chen, P., & Marimuthu, A. (2026). Understanding Green Purchase Behavior: Attitude, Knowledge, and the Mediating Role of Intention. Economics & Management Information, 5(2), 0015. https://doi.org/10.62836/emi.v5i2.0015
Volume 5, Issue 2, June 2026
Copyright (c) 2026 Yunhong Ge, Pei Chen, Anbalagan Marimuthu
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This work is licensed under a Creative Commons Attribution 4.0 International License.

Understanding Green Purchase Behavior: Attitude, Knowledge, and the Mediating Role of Intention

As global concern over environmental sustainability continues to intensify, understanding the psychological mechanisms behind green consumer behavior has become increasingly important. This study aims to explore how green purchasing attitudes and environmental knowledge influence green purchasing behavior, and further investigate the mediating role of green purchasing intentions in this process. This study, based on the theory of planned behavior and using quantitative research methods, collected valid data from 130 consumers in Malaysia through questionnaire surveys. Through multiple regression and mediation analysis, it was found that both green purchasing attitude and environmental knowledge have a significant positive impact on green purchasing intention, and green purchasing intention has a strong predictive power for actual green purchasing behavior. The analysis of the mediating effect further indicates that the intention to purchase green plays a complete mediating role between attitude and behavior, while it plays a partial mediating role between environmental knowledge and behavior. The research results emphasize the significance of enhancing consumers’ environmental awareness and positive attitudes in promoting sustainable consumption. This study provides empirical references for marketers and policymakers to promote green products in emerging markets. Furthermore, this study, taking developing countries as the background, expands the theoretical literature on green consumption behavior and reveals the psychological bridging role of purchasing intention between cognition and behavior.

green purchase behavior green purchase intention environmental knowledge mediation analysis Malaysian consumers

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Supporting Agencies

  1. Funding: This research received no external funding.