A pilot study of e-commerce consumers' green purchasing intention in China: TPB perspective
List of Authors
  • Sofian Rosbi , Zeng Yu

Keyword
  • Green Purchasing Intention, TPB, E-Commerce, Pilot Study, China

Abstract
  • The frequent occurrence of environmental accidents and the heightened awareness of environmental protection among citizens have led to the emergence of green consumption as a social phenomenon. As a major global e-commerce market, Chinese consumers' green purchasing intention contributes significantly to environmental protection. The present study sought to develop pertinent scales utilizing the Theory of Planned Behaviour (TPB), with questionnaires employed to assess the influence of attitudes (A), subjective norms (SN), and perceived behavioral control (PBC) on Chinese e-commerce consumers' green purchasing intention (GPI). A total of 88 valid questionnaires were collected for the pilot study. The results indicated that the kurtosis's magnitude for all latent variables is less than 2, while the magnitude of the skewness is less than 1. This signifies that the data results have successfully passed the normality test. Furthermore, the Cronbach's alpha value and KMO for all variables exceeded 0.8, indicating high internal consistency. The total variance explained (TVE) surpassed 50%, demonstrating a substantial amount of variability accounted for. Additionally, the composite reliability (CR) was higher than the threshold. The value was higher than 0.8, and the average variance extracted (AVE) exceeded 0.5. This demonstrates that the questionnaire successfully underwent reliability and validity assessments. The findings of the pilot study have contributed to the advancement of research in the field of green consumption, offering insights into the prediction of green purchase intentions among Chinese e-commerce consumers.

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