Received: 11 November 2017 Revised: 29 July 2018 Accepted: 16 August 2018

DOI: 10.1002/bse.2233

RESEARCH ARTICLE

Green consumption: Environmental knowledge, environmental

consciousness, social norms, and purchasing behavior
Szu‐Tung Lin1 | Han‐Jen Niu2

1
Department of Management Sciences,
Tamkang University, New Taipei City, Taiwan Abstract
2
Department of Management Sciences, The 2015 Paris Agreement is the first historical global accord aiming to palliate global
College of Business and Management,
warming. Climate change has caused ecological, economic, and social disasters, among
Tamkang University, New Taipei City, Taiwan
Correspondence
other things and has made not only nations review their environmental protection
Han‐Jen Niu, Department of Management issues but also the consumers paying more attention to the environment and encour-
Sciences, College of Business and
Management, Tamkang University, New
aging green oriented buying behaviors. This study targets Taiwan's consumers, and
Taipei City, Taiwan. 649 valid questionnaires were recovered. Exploratory factor analysis was applied to
Email: freyaniu@[Link]
extract the trait factors, whereas confirmatory factor analysis and structural equation
Funding information
National Science Council, Taiwan, R.O.C., modeling were used for the verification of the scale and structural model, respec-
Grant/Award Number: 101‐2410‐H‐032‐083‐ tively. The result shows that the consumers' environmental knowledge, environmental
MY2
consciousness, and the social norms have had a positive effect on their environmental
attitude, as do their environmental knowledge and the social norms to a sense of well‐
being. Consumers purchasing intention and behavior are pointing towards green
products. Therefore, companies need to respond to the consumers' demand and fulfill
their social responsibility to release the green products so as to satisfy the consumers'
needs.

KEY W ORDS

environmental attitude, environmental consciousness, environmental knowledge, environmental

policy, green consumption, social norms, stainable development, well‐being

1 | I N T RO D U CT I O N actions but also show concern for the consumer's shared responsibility
for the environment that has become increasingly apparent.
The emergence of contemporary environmentalism can be traced back As environmental consciousness has become more prevalent in
to the 1960s and early 1970s, as concern grew for the impact of both society, the consumers have become more proactive in addressing
consumption and production behavior patterns on the environment. environmental issues. Thus, green consumption has been taken more
One of these concerns involved the health consequences caused by seriously (Health Research Institute, 2010). “Green consumerism” is
industrial pollutants and/or the impact of economic growth (Peattie, defined as the purchasing and nonpurchasing decisions made by con-
2010; Von der Goltz & Barnwal, 2018). As a result, governments sumers, based, at least partly, on the environmental or social criteria
worldwide have proposed policies and laws in relation to environmen- (Peattie, 2010).
tal protection. Such proposals aim to promote public awareness of In addition to pursuing commodity functionality and convenience,
green marks or ecolabels, urge consumers to avoid producing unnec- green consumption primarily appeals to the consumer who demon-
essary waste, and emphasize the practice of recycling. Some environ- strates environment‐friendly behavior, commonly known as the reduc-
mentalists claim that producers will eventually shift to better tion of excessive consumption. In a 2010 survey of 800 consumers
resources and waste management because of customer demand and worldwide, 89% agreed that delivering products with environmental
resource scarcity (Muldoon, 2004; Tseng & Bui, 2017). Therefore, benefits represent a long‐term market opportunity (Mei, Ling, & Piew,
companies not only highly publicize their environmentally friendly 2012). However, related statistics have revealed that unhealthy

Bus Strat Env. 2018;1–10. [Link]/journal/bse © 2018 John Wiley & Sons, Ltd and ERP Environment 1
2 LIN AND NIU

consumption accounted for 30–40% of environmental degradation Environmental knowledge involves the information an individual has
(Chekima, Wafa, Igau, & Chekima, 2015). Some businesses have to determine and confirm the issues concerning the environment,
adopted environmental protection as their social responsibility which, in turn, gives the consumer the ability to transform such knowl-
(Chuang & Huang, 2018; Peattie, 2010). The products these compa- edge into an influential behavior. Environmental knowledge is the con-
nies manufacture have addressed many problems that have arisen sumers' evaluation of, and reaction to, the process of consumption
from the environmental pollution. These businesses have been com- behavior and its effects on the environment as well as the demand
mitted to green marketing and sustainable management, as they strive for green products (Haryanto, 2014; Hepting, Peng, Maciag, Gerhard,
to make products that are able to fulfill the consumer's needs while & Maguire, 2008; Laroche & Bergeron, 2001). Environmental knowl-
also protecting the environment (Cherian & Jacob, 2012; Polonsky, edge contributes to environmental attitude and environmental behav-
2011). Both governmental policies and business commercial behavior ior (Kollmuss & Agyeman, 2002).
encourage the consumers to reduce their possible negative impact Environmental knowledge can also be defined as the information
on the environment. Nonetheless, the key still lies in the needs of an individual has regarding the reciprocal relationship between people
the end users, as they are the turning point to motivate the overall and the environment. Such knowledge reveals how an individual per-
supply chain to take responsibility for protecting the environment ceives their own responsibility towards the environment, which leads
(Chuang & Huang, 2018; Paul & Rana, 2012). Therefore, the primary to their environmental behavior. The individual is also aware of how
motivation of this study is to explore the consumers' purchase inten- their environmental behavior contributes to sustainability (Fan, Fang,
tion and behavior concerning green products. & Cer, 2012). A study conducted by Law, Hills, and Hau (2017) found
Previous studies have shown that the consumers who preferred that thorough environmental knowledge enables an individual to deter-
buying green products were more concerned about environmental mine a positive environmental behavior. Another study ascertained a
issues than those who bought general products (Zahid, Ali, Ahmad, positive correlation between an increase in environmental knowledge
Thurasamy, & Amin, 2018). Green consumers are considered as the and an increase in environmental attitude and behavior that has
crux for preventing environmental degradation as well as the substan- benefited the environment (Haryanto, 2014; Hsu & Roth, 1998).
tial consumption of nonrenewable energy. Many factors affect the Further research has demonstrated significant correlations
consumer's intention to buy green products. One of these concerns between a participant's knowledge and attitude as well as between
includes the production cost of green products that is 20% higher than environmental knowledge and environmental attitude (Haryanto,
that of general products. This limits the population of consumers who 2014). Another study conducted by Khan and Mohsin (2017) also sug-
can afford green products (Salmela & Varho, 2006). Another factor is gested a relationship between the consumption of green products and
the awareness that environmental destruction negatively impacts their positive emotions. Given that the application of environmental knowl-
health and safety (Haryanto, 2014; Wansink, Soman, & Herbst, 2017). edge leads to the experience of positive emotions, the following
According to a public opinion poll, 30% of consumers were willing to hypotheses are proposed.
pay a higher price for green products and green energy (Joshi &
H1a: Environmental knowledge has a significant
Rahman, 2015). Therefore, enhancing environmental consciousness
effect on one's environmental attitude.
is beneficial to environmental sustainability and conservation.
Some businesses have acknowledged the concept of environmen- H1b: Environmental knowledge has a significant
talism and, as a result, have increased their advertising of green prod- effect on one's sense of well‐being.
ucts. These businesses have also introduced more popular green
H1c: Environmental knowledge has a significant
products to the market, and as a result of these efforts, consumers
effect on one's individual attitude.
have been given the opportunity of “going green.” (Banerjee, Iyer, &
Kashyap, 2003). Other studies have also indicated that the companies
who adopted green marketing witnessed positive effects on their 2.1.2 | ENVIRONMENTAL CONSCIOUSNESS
business performance. An upsurge in the number of green consumers Environmental consciousness is not only pertinent to one's perception
has increased the demand for green products which has allowed these and knowledge towards environmental issues but also towards the
businesses to thrive (Huang & Kung, 2011; Molina‐Azorín, Claver‐ behavior that one consequently conducts. Hence, the consumers'
Cortés, López‐Gamero, & Tarí, 2009). The secondary motivation of usage of green products leads to values and beliefs that are beneficial
this study is to evaluate as to how the consumer's environmental to the environment (Abd'Razack, Medayese, Shaibu, & Adeleye, 2017;
knowledge, environmental consciousness, and attitude impact their Sharma & Bansal, 2013). Environmental consciousness is an element
willingness to buy green products. of individual beliefs that guide consumers to conduct behavior benefi-
cial to the environment (Abd'Razack et al., 2017). It has also been
2 | LITERATURE REVIEW shown that those who have environmental consciousness also exhib-
ited characters and attitudes such as loyalty and a strong sense of
commitment (Law et al., 2017).
2.1 | Environment‐related variables
A study conducted by Law et al. (2017) indicated that environ-
2.1.1 | Environmental knowledge mental consciousness and environmental knowledge could cause pos-
In general terms, knowledge refers to an individual's understanding itive changes in environmental attitude and further affect green
and perception of a concept, in this case, environmentalism. consumption and purchasing behavior. Similarly, an international
LIN AND NIU 3

green survey conducted by Law et al. (2017) revealed that individual and/or sacrifice for the environment (Jia et al., 2017). Law et al.
environmental consciousness, green attitude, and green consumption (2017) believed that environmental knowledge, attitude, responsibility,
were positively correlated. This study also pointed out that environ- and intention were the predicting factors of individual environmental
mental consciousness could nurture the real green consumers. As a behavior. Among these factors, environmental attitudes and behavior
result, the consumers with a stronger environmental knowledge and were positively correlated (Fisher, Bashyal, & Bachman, 2012). In con-
consciousness could more easily present positive green attitudes, clusion, environmental attitudes could be used directly to predict the
which would then bring about the market competition arising from consumer's purchasing behavior in regard to green products (Gadenne,
the green consumption behavior (Chen, Chan, & Wei, 2015; Law Sharma, Kerr, & Smith, 2011).
et al., 2017).
Other research has demonstrated that environmental education
2.2 | Social norms
imposed significant effects on the consumer's attitude (Chen et al.,
2015). As environmental consciousness grew, consumers' attitudes Social norms are a set of guidelines explicitly implemented and

toward environmental protection also became more favorable (Chen followed by society to maintain social order and harmony so that peo-

et al., 2015; Law et al., 2017). There were various ways to transform ple may coexist. With social norms, society is able to have progres-

environmental knowledge into environmental consciousness. After sively operated. Alternatively, behavior that results from self‐

that, consumers became more sensitive to environmental issues. expectations is regarded as moral responsibility. Social norms are a

Based on these observations, the following hypotheses are proposed. type of social power influenced by the values and beliefs of society
(Graham et al., 2011). The study conducted by Wansink et al. (2017)
H1d: Environmental consciousness has a significant exhibited that social norms significantly affected the consumer's pur-
effect on one's environmental attitudes. chasing behavior to buy environment‐friendly products, and the driv-

H1e: Environmental consciousness has a significant ing force of such social norms included activist groups such as

effect on one's sense of well‐being. Friends of the Earth International and Greenpeace.
Social norms have been considered as an essential factor in social
H1f: Environmental consciousness has a significant science studies. Recently, social norms have also drawn the attention
effect on one's own individual attitudes. of the economists in their studies (Krupka & Weber, 2013). This is
because norms can have a strong influence on individual behavior
2.1.3 | ENVIRONMENTAL ATTITUDES (Fehr & Gachter, 2000; Krupka & Weber, 2013). According to Ostrorn

An attitude is a concept applied to evaluate thinking (Bohner & Dickel, (2000), social norms are considered the behavior that is recognized

2011). Environmental attitudes were applied to determine how impor- and considered acceptable by the general public.

tant an individual thinks about environmental protection and the pro- Wansink et al. (2017) demonstrated that indirect effects exist

motion of environmental health (Cherian & Jacob, 2012; Chuang & between social norms and purchase intention through the mediation

Huang, 2018). Law et al. (2017) expressed that environmental atti- of attitudes. Meanwhile, another study found that social norms and

tudes were the individual's values concerning the environment, and environmental attitudes were significantly correlated (Fan et al.,

their perception of the responsibility they hold and the role they play 2012). Rana and Paul (2017) showed that individual identification with

for the environment. Then, they would show their psychological inten- social norms was a crucial predicting factor for assessing one's life

tion such as agreement, disagreement, closeness, and exclusion for satisfaction. Due to these findings, this study intends to explore the

certain environmental issues. The foresaid conditions led to the defini- effects of social norms on the consumer's environmental attitudes

tion by Milfont and Duckitt (2010), in that environmental attitudes and sense of well‐being. Hence, the following hypotheses are

serve as the psychological intention by showing approval or disap- proposed:

proval after assessing the environment. Environmental attitude is the H2a: Social norms have a significant effect on one's
step before an individual's concrete behavior for protecting the environmental attitudes.
environment.
There are two attitude dimensions: environmental attitudes and H2b: Social norms have a significant effect on one's

individual attitudes. Environment attitudes involve the significance sense of well‐being.

level of the consequence on the environment caused by a specific H2c: Social norms have a significant effect on one's
product. For example, consumers care about the serious consequence individual attitudes.
of buying disposable diapers, because such a product could deplete
natural resources. On the other hand, individual attitudes are the
importance level of what consumers will pay for purchasing or buying
2.3 | Well‐being
a specific product. For instance, consumers who buy disposable dia- “Eudaimonia” is a Greek word defined as the joy and satisfaction of
pers show that they care more about the convenience of using a prod- one's body, mind, and soul. It is a sense of well‐being from within
uct than protecting the environment (Fan et al., 2012; Jia, Soucie, and also a goal one pursues in their life. Andrews and Withey (1976)
Alisat, Curtin, & Pratt, 2017). According to previous literature on envi- suggested that the feeling of Eudaimonia was based on the level of life
ronmental attitudes, the findings suggested that those who had posi- satisfaction, which one subjectively perceives as well as the positive
tive environmental attitudes were willing to make much more effort and negative emotions one experiences. Thus, Eudaimonia can be
4 LIN AND NIU

used to describe one's well‐being. Another definition, described by Lu subjectively planned to buy something, their purchase intention was
and Shih (1997), is the happiness, objective well‐being, subjective affected by the objective commodity factors such as values, charac-
well‐being, life quality, and life satisfaction one experiences. teristics, and quality. Meanwhile, the willingness to consider buying
The emergence of the concept of well‐being is rooted from HDI. such products increased accordingly (Dodds, Monroe, & Grewal,
A better quality of life is established through the combination of 1991; Petrick & Backman, 2002).
health and education as well as the improvement of material life; Purchase intention is a step in the process of purchase decision,
hence, better conditions are established. Comprehensive appraisal is and instrumental action is the transition from purchase intention to
the first important step for defining well‐being (UNDP, 1990). The actual purchasing behavior. When instrumental actions all pointed to
concept of well‐being has expanded from the criteria covered by the a specific product, practical purchasing behavior would occur. For
literature on poverty and development to rights (Sen, 1981), health example, consumers who intended to buy environment‐friendly prod-
(UN, 2002), natural environment (Adams et al., 2004; Dasgupta, ucts aimed to express their commitment and support to environmental
2001, 2003), and social relationship and vulnerability (Adger & protection (Haryanto, 2014; Pullig, Netemeyer, & Biswas, 2006). A
Winkels, 2014). The concept of well‐being has expanded beyond the study conducted by Khan and Mohsin (2017) revealed that the con-
boundaries of traditional economics. Agarwala et al. (2014) expressed sumers who cared about the environment were inclined to identify
that one's natural environment was a crucial factor affecting well‐ with the behavior of environmental protection and therefore had the
being well in addition to one's income level, otherwise known as gross intention to buy green products. The observations of individual pur-
domestic product (NEF, 2012). Dolan and Metcalfe (2012) explained chasing behavior revealed that purchase intention was affected by
that in terms of economics, well‐being was the satisfaction of personal consumer attitudes (Paul & Rana, 2012).
desires and expectations (Dagher, Itani, & Kassar, 2015; Lai & Cheng, Wansink et al. (2017) noted that individual attitudes, subjective
2016), whereas green was positively correlated with physical and norms, and behavior control significantly affected one's intention to
mental health and well‐being. buy environment‐friendly products. Another study proposed that atti-
Consumers realized that matters relating to environmental protec- tudes were one of the essential factors influencing behavior and
tion could bring about well‐being. As such positive attitudes devel- served as the best index for predicting behavior (Rana & Paul, 2017).
oped, consumers' intention of green behavior became inevitably Many studies have also illustrated that purchasing green products
stronger (Law et al., 2017). Individual understanding of the importance was dependent on one's attitude towards the environment
of the environment would gradually form an environment‐friendly (Abd'Razack et al., 2017; Law et al., 2017). Therefore, this study aims
attitude followed by its effects on the behavior of green consumption to explore the effect of consumers' environmental attitudes on pur-
(Fan et al., 2012; Flamm, 2009; Law et al., 2017). As people recognized chase intention. Thus, the following hypotheses are proposed:
that environmental protection could enhance their life satisfaction,
H4a: Environmental attitudes have a significant effect
and that green products could fulfill their needs while helping them
on one's purchasing intention.
to achieve their expected goals, they became more committed to envi-
ronment‐friendly behavior. Based on this knowledge, the following H4b: Individual attitudes have a significant effect on
hypotheses are proposed: one's purchasing intention.

H3a: Concern for well‐being has a significant effect

on one's purchasing intention.

H3b: Concern for well‐being has a significant effect

2.5 | Purchasing behavior
on one's environmental attitudes. Purchasing behavior can be defined as the consumer's search, pur-
chase, usage, appraisal, and disposal of products, services, or ideas in
H3c: Concern for well‐being has a significant effect
order to satisfy their needs. Individuals, groups, or organizations ful-
on one's individual attitudes.
filled their own needs through the processes of selecting, purchasing,
using, and disposing of products or services. The consumer's purchas-
ing behavior toward the buying of green products could satisfy their
2.4 | Purchasing intention needs to protect the environment and be advantageous to environ-
Purchase intention refers to the priorities of product portfolios for mental ecology. Consumers were aware of the interests that environ-
consumers when they are at the stage of making purchase evalua- mental changes might be brought to them. On this account, they were
tions, as such priorities reveal the consumer's intention to buy a par- willing to pay a higher price for green products instead of buying gen-
ticular product. Purchase intention was first proposed by Ajzen and eral products (Fraj & Martinez, 2007; Paul & Rana, 2012).
Fishbein (1980). Subjective individual judgment on the probability According to Juster (1974), purchasing intention and purchasing
of engaging in something reflected the level of willingness or effort behavior have a significant positive correlation. Therefore, this study
one would make or be devoted to. Purchase intention was also intends to explore the effects of the consumer's purchasing intention
defined as one's action tendency toward commodity selections on their purchasing behavior for green products. The H5 hypothesis is
(Bagozzi & Burnkrant, 1979). Furthermore, some scholars have proposed as follows:
defined that purchase intention was the possibility of being willing H5: One's purchasing intention has a significant effect on one's
to consider purchasing a product for buyers. When consumers purchasing behavior.
LIN AND NIU 5

TABLE 1 The results of reliability analysis 3 | M E TH OD O LO GY

Variable Mean SD Cronbach's α
Environmental knowledge (EK) 4.0693 0.77890 0.739 3.1 | Participants
Environmental consciousness (EC) 4.6292 0.74337 0.819
In this study, the participants included adults residing in Taiwan, aged
Social norms (SN) 4.4305 0.76747 0.810
between 18 and 70 who had spending ability. There were 800 copies
Environmental attitudes (EA) 5.0596 0.74274 0.836
sent out and 727 copies returned. There were 649 valid copies and 78
Individual attitudes (IA) 4.9759 0.69359 0.764
invalid copies. The valid return rate is 89.27%. The study framework is
Purchasing intention (PI) 4.1556 1.07324 0.871
demonstrated as follows:
Purchasing behavior (PB) 4.1347 0.90003 0.881
Well‐being (WB) 4.2296 0.88468 0.864
3.2 | Measures
All variables were measured using the multi‐item Likert‐type scales. A 6‐
point Likert scale, ranging from “strongly disagree” to “strongly agree,”
TABLE 2 The results of convergent validity analysis was utilized. The scale items used in the study are as follows. Environ-

Average ment‐related variables: Environmental knowledge was assessed by

Factor Composite variance using Ellen (1994) 6‐item scale, and environmental consciousness was
Concept Item loading reliability extracted
evaluated by adopting Schlegelmilch, Bohlen, and Diamantopoulos
Environmental knowledge (EK) EK2 0.670 0.7511 0.4306 (1996) 3‐item scale. Social norms were measured through the use of
EK3 0.622
EK4 0.633 Thøgersen's (2006) 5‐item scale. Environmental attitude was assessed
EK5 0.697 by using Follows and Jobber's (2000) 9‐item scale. Purchasing intention
Environmental consciousness EC1 0.799 0.8263 0.615 was examined by using Dodds et al. (1991) 5‐item scale. Purchasing
(EC) EC2 0.853
EC3 0.692 behavior was assessed by using Kim and Choi's (2005) 5‐item scale. Sat-

Social norms (SN) SN5 0.637 0.8121 0.5207 isfaction with life scale was used to evaluate the sense of well‐being.
SN6 0.741 Hills and Argyle's (2002) 5‐item scale was also consulted.
SN7 0.776
SN8 0.725
Environment attitude (EA) EA1 0.837 0.8842 0.7185 4 | RESULTS
EA2 0.900
EA3 0.803
Individual attitudes (IA) IA2 0.707 0.8547 0.6642 4.1 | Sample profile
IA3 0.835
IA4 0.892 Based on the sample's 649 valid questionnaires, the background sta-
Purchasing intention (PI) PI1 0.698 0.8834 0.7194 tistics of our survey participants are summarized as follows. The pro-
PI2 0.924
PI3 0.904
file of the sample population revealed that 60.5% were between 21

Purchasing behavior (PB) PB1 0.807 0.8829 0.6027

and 30 years old; 94% had a Bachelor's or Master's degree. Students
PB2 0.803 comprised 35% of the sample, and (75.7%) resided in northern Taiwan.
PB3 0.675
PB4 0.845
PB5 0.740 4.2 | Reliability analysis
Well‐being (WB) WB1 0.865 0.8878 0.6666
WB2 0.888 Table 1 displays the means, standard deviations, and reliabilities
WB3 0.825 among the study variables. The Cronbach's α, as indicated in this table,
WB4 0.670
as the internal consistency reliabilities of all the variables measured in

TABLE 3 Discriminant validity

Dimension EK EC SN EA IA PI PB WB
EK 0.4306*
EC 0.2745 0.615*
SN 0.0918 0.1421 0.5207*
EA 0.0282 0.1211 0.0942 0.7185*
IA 0.0436 0.1459 0.1075 0.1747 0.6642*
PI 0.0538 0.0595 0.0691 0.0510 0.0645 0.7194*
PB 0.1043 0.1672 0.1713 0.0967 0.0876 0.5097 0.6027*
WB 0.0404 0.0234 0.0497 0.0295 0.0475 0.0436 0.0630 0.6666*

Note. EK: environmental knowledge; EC: environmental consciousness; SN: social norms; EA: environmental attitudes; IA: individual attitudes; PI: purchas-
ing intention; PB: purchasing behavior; WB: well‐being.
*The value of average variance extracted.
6 LIN AND NIU

Environmental Environmental
Knowledge Attitudes

Environmental Well-being Purchasing Purchasing

Consciousness Intention Behavior

Social Norms Individual

Attitudes
FIGURE 1 Research framework

TABLE 4 Goodness of fit index

observing variables, it can precisely measure the potential variables.
Goodness of Estimate Measurement When the CFA is adopted to examine the goodness of fit index, it
fit index Scholars required model
must include the convergent validity and the discriminant validity anal-
DMIN/DF Joreskog & Sorbom (1992) <5 3.213
ysis. The convergent validity analysis involves three parts: factor
GFI Doll, Xia & Torkzadeh (1994) >0.8 0.882
loading, composite reliability, and the average variance extracted.
NFI Hair, Black, Babin, Anderson, >0.8 0.891
and Tatham (2009) According to Bagozzi and Yi (1988), the standardized factor loading

RFI Hair et al. (2009) >0.9 0.877 should not be under 0.6 or over 0.95, and the composite reliability

IFI Hair et al. (2009) >0.9 0.923 must be higher than 0.6, whereas the average variance extracted

CFI Hair et al. (2009) >0.9 0.922 (AVE) should be over 0.5, of the measurement standards. Using the

AGFI MacCallum & Hong (1997) >0.8 0.858 CFA to analyze the various dimensions, if the factor loading is above

RMSEA MacCallum, Browne & <0.08 0.058 0.6, the question would be kept and the data considered valid; other-
Sugawara (1996) wise, the question would be dismissed. The results are as shown in
Table 2.
this study were quite respectable. All the Cronbach's α for the vari-
ables are up to 0.7, which represents good reliability.
4.3.2 | Discriminant validity analysis
The discriminant validity analysis is used to discuss the differences
4.3 | Confirmatory factor analysis
among the variables in various dimensions. Fornell and Larcker
4.3.1 | Convergent validity (1981) suggested that every dimension should be compared against
The confirmatory factor analysis (CFA) is primarily used to confirm the each other in order to evaluate the discriminant validity of the scales.
factor structure of the exploratory factor analysis and to make sure, if The diagonal values from the top left to the bottom right are every

FIGURE 2 The model of structural equation modeling. EK: environmental knowledge; EC: environmental consciousness; SN: social norms; EA:
environmental attitudes; IA: individual attitudes; PI: purchasing intention; PB: purchasing behavior; WB: well‐being
LIN AND NIU 7

TABLE 5 The results of structural equation modeling path analysis

Hypothesis Independent variable Dependent variable Factor loading SE CR P value

H1a EK EA −0.190 0.066 −2.873 ***
H2a EC EA 0.487 0.082 5.916 ***
H3a SN EA 0.232 0.049 4.724 ***
H1c EK IA −0.166 0.063 −2.622 ***
H2c EC IA 0.533 0.080 6.684 ***
H3c SN IA 0.221 0.047 4.707 ***
H1b EK WB 0.218 0.079 2.775 ***
H2b EC WB −0.023 0.095 −0.241 0.810
H3b SN WB 0.185 0.058 3.210 ***
H4 EA PI 0.139 0.051 2.718 ***
H5 IA PI 0.216 0.054 3.987 ***
H6 WB PI 0.148 0.045 3.323 ***
H7 WB EA 0.123 0.037 3.313 ***
H8 WB IA 0.164 0.036 4.611 ***
H9 PI PB 0.838 0.054 15.486 ***

***p < 0.001.

dimension's AVE. The values below the diagonal line are the correlation patterns of consumer purchasing behavior have changed. However,
coefficients between the dimensions. The inspection standard is that previous studies have mostly focused on the effects of the consumers'
the square rooted AVE values must be larger than the correlation coef- environmental knowledge on environmental attitudes (Omran, Iraj, &
ficients. Table 3 discloses that every dimension is not completely related Yarmohammadian, 2016; Osman, Jusoh, Amlus, & Khotob, 2014).
to each other. This demonstrates that the discriminant validity is good. Indeed, the public has mainly relied on environmental education such
as seminars or related activities to gain environmental knowledge
(Abd'Razack et al., 2017; Law et al., 2017). Furthermore, the studies
4.4 | Structural equation modeling analysis focusing on environmental education have demonstrated that children
The structural equation modeling (SEM) is used to analyze and verify who participated in environmental education camps presented more
the framework of this study (Figure 1). Before analyzation, the good- positive reactions in terms of environmental attitudes and behavior
ness of fit index should be performed to ensure the model of this than those who did not (Kruse & Card, 2004; Omran et al., 2016).
study is fit for the structural equation modeling analysis. In this model, Through discussion of environmental behavior and green purchasing
DMIN = 1153.476, DF = 359, P value < 0.001. These results show that behavior, it was discovered that merely possessing environmental knowl-
the model of this study is fit to use the SEM for analysis. The good‐of‐ edge was not sufficient to cause significant change on consequent con-
fit standards have been suggested by many scholars, and their results sumer behavior. Additionally, Suki (2016) indicated that those who had
are compiled in Table 4: a high level of environmental concern did not actually have an adequate
The SEM analysis is adopted in this study to discuss the relation- amount of environmental knowledge. Based on the aforementioned,
ship between the variables. The results of the model validation environmental knowledge is an important factor affecting environmental
exhibits that although environmental consciousness has a minimal attitudes, and as a result, consumption behavior. However, there may be
influence on the sense of well‐being, the other variables are signifi- other factors that could affect the consumer's environmental attitudes
cantly correlated (Figure 2). and green purchasing behavior. The contribution of this study is the
The results of the analysis, if the hypotheses are valid, are com- introduction of environmental consciousness, the social norms, and
piled in Table 5. The results show that most hypotheses in the well‐being to the discussion of green attitudes, green purchasing inten-
research model are sustained. Other than owning environmental tion, and purchasing behavior, in addition to environmental knowledge.
knowledge, the consumer's concerns for the environment, social In this study, upon discussing the correlations between environ-
norms, and their sense of well‐being all greatly influence their environ- mental knowledge, consciousness, and green buying behavior, it was
mental attitude. Consequently, the consumer's intention and behavior discovered that environmental knowledge alone is not enough to lead
regarding the purchase of green products are then encouraged. to change in the consumer's actions to protect the environment. Suki
(2016) obtained a similar result, in that those who were highly con-
cerned about the environment had a relatively low level of environ-
5 | CONCLUSION AND APPLICATION mental knowledge. As a result, environmental knowledge is a vital
factor for influencing environmental attitudes, and therefore, con-
As environmental consciousness becomes more prevalent, consumers sumption behavior. Nonetheless, there are other crucial factors that
have taken stronger action to alleviate these environmental issues. influence the consumer's environmental attitudes and green consump-
Green consumption behavior has therefore increased, and the tion behavior. The results of this study support that, in addition to
8 LIN AND NIU

environmental knowledge, environmental consciousness, social norms, well‐being has had a great influence on the purchasing attitude of
and well‐being all lead to positive effects on environmental attitudes green products (Dagher et al., 2015; Johnstone & Tan, 2015; Lai &
and individual attitudes. Although environmental consciousness did Cheng, 2016). Environment‐friendly consumption patterns will also
not have a significant effect on the consumer's well‐being, both envi- contribute to an individual's well‐being (Chaudhuri, Giffi, Kandaswami,
ronmental knowledge and social norms had a significant effect on the & Singh, 2009; Yilmazsoy, Schmidbauer, & Rösch, 2015). A quarter of
well‐being of the consumers. Well‐being also significantly affected the the United Kingdom and ZERO of Indian consumers said they would
consumer's environmental attitudes and purchasing intention and be willing to pay the green premium (Johnston & Tan, 2015; Peattie,
behavior for the purchase of green products. The consumer's green 2001; Yadav & Pathak, 2017). Thus, enterprises should combine envi-
consumption behavior could not be established unless environmental ronmental care with green products to help the consumers' spirits res-
knowledge and social norms were internalized. onate and even to create a green superior lifestyle. (c) Government and
Consumers who are conscious of the environmental issues, and enterprises play an important role in helping consumers make deci-
further take positive actions, are found to have improved environmen- sions regarding their purchase, as they build an affinity slogan and
tal attitudes due to having a stronger sense of responsibility and care. green life style (Narula & Desore, 2016). In point of fact, both regula-
Thus, their behavior regarding green consumption will be reinforced. tory and voluntary may well aid the consumers in making their decision
The findings of this study have shown that, in addition to pursuing related to the purchase and usage of green products. Through legal
commodity functionality and convenience, consumers have begun to requirements, social pressure, ethics regulation, and upbringing, it is a
pay more attention towards buying the green products. Green con- highlighted goal to accelerate the consumers' living habits by the gov-
sumption is promoted by the consumers, more thorough environmen- ernment and enterprises, for example, “It's sexy being green,” “Three
tal knowledge and environmental consciousness, their stronger sense R's to save the environment Reduce, Reuse, Recycle,” Earth friendly
of morality and responsibility, and their more solid beliefs. Environ- natural care products/BURT'S BEES,” “Green is not a color, It's a state
mental knowledge, environmental consciousness, and social norms of mind/THE BODY SHOP.” (d) Price‐related barriers of green prod-
all positively affect their environmental attitudes and behavior. ucts have always been seen as the biggest purchasing problems in pro-
However, we should shed more light on the effect of well‐being motional strategy (Michaud & Llerena, 2011; Narula & Desore, 2016;
formed by environmental knowledge and social norms on green Peattie, 2001). It is extremely important to dispense with information
attitudes and behavior. Consumers concerned with environmental asymmetry, of which information and awareness that has been well‐
protection and “going green” typically have a certain level of environ- documented can effectively reduce the consumers' price‐related
mental knowledge and consciousness. They expect that their purchas- mental threshold. If more opportunities were provided for direct expe-
ing behavior upholds their responsibility for the environment. Such rience and free trial within products, this may help the consumers by
environmental knowledge and responsibility develops into a sense of the spreading of green product adoption. Do not forget, ecolabels cer-
well‐being, and therefore, reinforces, and possibly changes, the con- tification is, on the one hand, the basic commitment, and on the other
sumer's purchasing behavior. Another purpose of this study was to hand, is also the marketing strategy to enhance the consumer to repur-
demonstrate that environmental knowledge does affect not only chase. Furthermore, these are the best ways to embrace and meet the
green purchasing intention and behavior but also the consumer's enterprise mission of sustainable management.
sense of well‐being formed by knowledge, and social norms also con- Several limitations to our study exist. First, the sample is unrepre-
tribute to their decision making. New opportunities are for the combi- sentative of the general population. Due to time and financial con-
nation of green care and green products at affordable prices. This straints, we selected a purposive sampling. Thus, these results must
combination allows more consumers to purchase green products, thus be interpreted with caution. Second, this study is based on cross‐
increasing one's sense of well‐being. sectional data; thus, no causal relationship should be inferred. Hence,
According to the research conclusion, the following management longitudinal studies across more areas are needed.
applications and suggestions are proposed: (a) The consumer must be According to these research constraints and findings, various
focused on the individual green benefits rather than the pure environ- directions are suggested for further study. We advocate expanding
mental appeals (Grimmer & Woolley, 2014), and that is the way the the research structure to include more external and internal factors.
consumers who care about the products can bring health, safety, con- Second, we suggest increasing the sampling to include many more
venient, pollution‐free, and risk‐free benefits. Many consumers care countries.
about the environment but are not willing to change their purchase
behaviors (Carrigan & Attalla, 2001; Johnstone & Tan, 2015; Laroche ACKNOWLEDGEMENT
& Bergeron, 2001). Indeed, this serious problem on marketing strategy Thanks to MOST R.O.C and Yu‐Chuan Tung helped to collect data.
addresses less on the consumers' related benefits. It is necessary to
strengthen the consumers' green purchase behavior and/or attitude ORCID
not only towards the environment but also it must address the benefits
Han‐Jen Niu [Link]
of the consumers. Actually, the best way for helping consumers for the
related benefits function on health, safety, convenience, pollution‐free,
and risk‐free is an enterprise to manage green strategy. Simply stated, RE FE RE NC ES
the green product on related benefits for the consumer is NOT a Abd'Razack, N. T., Medayese, S. O., Shaibu, S. I., & Adeleye, B. M. (2017).
cost but a noble investment strategy for enterprises. (b) Individual Habits and benefits of recycling solid waste among households in
LIN AND NIU 9

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