The Influence Factors on Young Consumers' Green Purchase Behavior: Perspective Based on Theory of Consumption Value

With the rise of green consumption, green products gradually have become a part of people's life. Study on green consumption behavior has become a focus for enterprises and scholars. To verify the assumptions of this paper, questionnaires were carried out among young consumers who have purchased green products. The present research studies the influence factors of green purchase behavior based on theory of consumption value and examines whether there are significant differences in consumption values and green purchase behavior between male consumers and female consumers. The results show that conditional value and epistemic value have a positive effect on green purchase behavior, but functional value, social value and emotional value have no effect on green purchase behavior. Compared with male consumers, female consumers have higher conditional value and epistemic value on green products. In marketing practice, this study would be helpful for government and enterprises to take effective measures to promote green purchase behavior.