Understanding Taiwanese undergraduate students’ pro-environmental behavioral intention towards green products in the fight against climate change

• Published in: Journal of cleaner production 2017-09, Vol.161, p.390-402
• Main Authors: Yu, Tai-Yi, Yu, Tai-Kuei, Chao, Cheng-Min
• Format: Article
• Language: English
• Subjects: Adaptation strategy; Environmental responsibility chain; Mediation effect; Partial least square method
• ISSN: 0959-6526; 1879-1786
• DOI: 10.1016/j.jclepro.2017.05.115

In recent years, media reports and the increased visibility of international environmental protection groups have exposed many individuals to the issue of global climate change. The present study investigated, from the perspective of environmental sustainability, Taiwanese university students’ purchase intentions and loyalty toward green products. A survey was administered to students in eight universities who had received 8 h of climate change education, generating a total of 1586 valid respondents. Results of structural equation modeling showed that individuals must have environmental ethics before they can become aware of their social and self-responsibility to the environment, which then increases their green product purchase intentions and consumer loyalty. This study identified the relationships between the environmental responsibility chain (environmental ethics, social responsibility, and self-responsibility), beliefs in climate change, purchase intention, and consumer loyalty toward green products. The effectiveness of adaptation strategies that reduce the psychological distance of climate change requires consideration of both temporal and spatial distances. Self-responsibility fully mediates the relationships between environmental ethics and purchase intentions and consumer loyalty, which demonstrates the importance of using more environmentally responsible strategies to promote pro-environmental behavior. •The environmental responsibility chain consists of environmental ethics, social responsibility, and self-responsibility.•The mediating role of environmental ethics on pro-environmental behavior toward climate change was identified.•The determinants of purchase intention to green products for undergraduate students to combat climate change were explored.•Results can help practitioners promote green products to undergraduate students in developing economy countries.