Motives and antecedents affecting green purchase intention: Implications for green economic recovery

Green consumption is not only a component but also a key to recovering the green economy. The present study developed a theoretical model to understand better the antecedents of consumers’ green purchase intentions in the social network era. Based on the theory of planned behavior, this study primarily focused on the impact of green consumption characteristics represented by environmental and health factors. Additionally, the influences of word-of-mouth and social factors were also considered. Data were collected from 709 valid structured questionnaires and analyzed by partial least squares structural equation model. The results confirmed the applicability of the theory of planned behavior in predicting green purchase intention. Notably, the findings reveal that environmental concern, environmental knowledge, health status, health consciousness, self-identity, and word-of-mouth have significant direct or indirect effects on green purchase intention. In summary, this study contributes to the researcher’s knowledge of green consumption, highlights the crucial role of green consumption characteristics, and provides practical policy implications for green recovery.