Factors Influencing Green Purchase Intention Among Consumers in Mongolia

The aim of this study is to investigate the factors influencing on Mongolian consumer green purchase intention. Specifically, this study is intended to examine whether factors such as consumer attitudes, subjective norms, environmental knowledge, governmental policies toward green development, eco-labeling, and willingness to pay premium price for green products influence consumers’ intention to buy eco-friendly and green products. Studying and understanding these factors are vital and crucial for developing policies and strategies implemented by governmental and business organization to encourage green consumption among consumers. The survey included 346 randomly selected samples representing Ulaanbaatar residents, and quantitative analysis was conducted using the SPSS 23 software. The results show that social influence groups, eco-labels, and willingness to pay higher prices for green products significantly influence consumers’ intention to make environmentally conscious purchases, while attitudes and environmental awareness have a less marked impact. Keywords : green purchase intention, attitudes, subjective norms, environmental knowledge, eco-labeling, governmental policy, willingness to pay DOI : 10.7176/EJBM/16-4-06 Publication date : May 30th 2024