The Effects of Peer Effect and Green Buying Intention on Chinese Consumer Green Buying Behaviour

Lu Shucheng

Rajamangala University of Technology, Thanyaburi, Pathum Thani, Thailand

Kanokporn Chaiprasit

Rajamangala University of Technology, Thanyaburi, Pathum Thani, Thailand

Abstract

Increasing concerns over environmental sustainability have prompted many individuals to embrace green consumption. While peer effect and buying intentions towards green merchandise are important drivers of green purchasing behaviour, their combined influence remains underexplored, especially in non-Western developing countries like China. This study aims to examine the influence of peer effect and green purchasing intention on green purchasing behaviour among Chinese consumers, thereby addressing gaps in understanding the behavioural factors driving sustainable consumption. Data were gathered from 550 Chinese consumers in Fuyang through a structured questionnaire based on a quantitative research approach. All hypothesised relationships were tested and confirmed using Structural Equation Modelling (SEM). The data analysis reveals a positive and statistically significant relationship between peer effect and green purchasing behaviour (B = 0.221, p = 0.011). Similarly, buying behaviour towards green merchandise shows a strong positive correlation with green purchasing intention (B = 0.283, p = 0.000). The fit indices confirm the model’s suitability, supporting the validity and reliability of the study’s conclusions. In conclusion, social and motivational factors play a crucial role in promoting green purchasing behaviour, as demonstrated by this study. It is recommended that policymakers and marketers prioritise network engagement and intention-building strategies to foster sustainable consumption tailored to specific cultural contexts.

Green Buying Behaviour, Peer Effect, Green Buying Intention