Generation Y in China and Germany – An Empirical Analysis of Green Purchase Intention and Its Determinants

  • Green consumerism plays a crucial role in tackling environmental issues. This research aims to understand the different factors that determine the green purchase intention of China’s and Germany’s Generation Y by using an extended version of the Theory of Planned Behavior model. The empirical research builds on a questionnaire with a sample size of 330 Chinese and 275 German millennials. The results of the multiple linear regression analysis indicate that environmental concern, subjective norm, and perceived consumer effectiveness are significant predictors of green purchase intention for both millennial groups. Besides, the analysis highlights that subjective norm has the strongest influence on Chinese millennials’ green purchase intention, while environmental concern appears to be the top predictor for German millennials. In contrast, the perceived availability of green products fails to show a significant relationship with green purchase intention for either group. The variables perceived quality of green products for German millennials and trust in eco-labels for Chinese millennials also show no significant relationship with green purchase intention. These cross-group differences can be linked to cultural differences. Therefore, the results of this study contribute to a better understanding of the green purchase behavior of both millennial groups and provide useful insights for policymakers and marketers to improve their strategies.

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Author:Anli Liu
Document Type:Master's Thesis
Date of first Publication:2021/10/05
Publishing Institution:Hochschulbibliothek HWR Berlin
Granting Institution:Hochschule für Wirtschaft und Recht Berlin
Release Date:2022/01/31
Institutes:Berlin Professional School (BPS) / Chinese-European Economics Business Studies M.A. (CEEBS)
Licence (German):License LogoUrheberrechtsschutz