Dr. CHEUNG Fung Yi, MillissaMillissaDr. CHEUNG Fung YiTo, W. M.W. M.To2019-05-242019-05-242019Journal of Retailing and Consumer Services, Sept. 2019, vol. 50, pp. 145-153.0969-6989http://hdl.handle.net/20.500.11861/5693This study proposed an extended value-attitude-behavior model to explain for consumers' green purchase behavior and validated this model on a random sample of 399 Chinese consumers in Hong Kong. Results of structural equation modelling showed that consumers' environmental consciousness (value) strongly influenced their attitude towards environmental issues and towards eco-social benefits (attitude), which in turn exerted positive effects on their green purchase behavior (behavior). Green product information was found to be a key determinant of consumers’ green purchase behavior. Moreover, high quality green products were reported to moderate the relationships between attitude towards eco-social benefits and green purchase behavior and between green product information and green purchase behavior, but not on the relationship between attitude toward environmental issues and green purchase behavior.enEnvironmental ConsciousnessAttitude Towards Environmental IssuesAttitude Towards Eco-Social BenefitsGreen Product InformationGreen Purchase BehaviorGreen Product QualityPeer Reviewed Journal Article10.1016/j.jretconser.2019.04.006