Revealing the Influence of Green Product Prices on the Green Purchasing Behavior of Young Chinese Consumers A TPB Perspective

Abstract

Using the Theory of Planned Behavior (TPB) as the theoretical framework, this article aims to reveal the impact of green product prices on their purchase decisions by in-depth research on the motivations and influencing factors of green purchasing behavior of young Chinese consumers. First, through a comprehensive definition and characteristic analysis of green consumption behavior, the paper comprehensively understands the attitudes and behaviors of the younger generation in the environmental protection trend. A review of domestic and foreign research progress provides a theoretical basis for the research. In terms of green purchasing behavior among young Chinese consumers, research highlights the influence of their attitudes, social responsibility and social media. Through in-depth analysis of the motivations for green purchases, researchers revealed the importance of factors such as environmental awareness, social responsibility, and individual health awareness. In terms of research methods, a comprehensive quantitative and qualitative data collection method was adopted to construct a scientific and reliable research design. In the sample description and analysis of main research variables, samples with different characteristics are described in detail, and factors such as attitudes, subjective norms, and perceived behavioral control are analyzed in depth. Finally, through a specific analysis of the impact of each component of TPB on green purchasing behavior, the interrelationship between these factors is revealed, providing profound insights into understanding young consumers' shopping decisions.