THE INFLUENCE OF GREEN PACKAGING KNOWLEDGE ON GREEN PURCHASE INTENTION: THE MEDIATING ROLES OF ATTITUDE TOWARD GREEN PACKAGING AND PERCEIVED BEHAVIORAL CONTROL

Abstract

Against the backdrop of growing attention to sustainable consumption, this study aims to dissect the internal mechanisms through which green packaging knowledge drives consumers' green purchase intention. The research innovatively expands the Theory of Planned Behavior (TPB) by introducing two mediating variables, namely attitude towards green packaging and perceived behavioral control, to construct a theoretical model, offering a new perspective for exploring consumers' green consumption behavior. Through convenience sampling, a quantitative cross-sectional survey was conducted on 136 urban consumers. Data collected via an online questionnaire were analyzed using PLS-SEM. Results confirm that green packaging knowledge positively influences attitude and perceived behavioral control towards green packaging. Mediating variables are key to how green packaging knowledge (GPK) shapes green purchase intention (GPI). Further mediation testing indicates that attitude toward green packaging (ATGP) and purchase behavior control (PBC) serve as important transmission mechanisms, with the attitudinal route exerting the stronger indirect effect. Overall, knowledge functions as a key cognitive driver that fosters purchase intention by shaping environmentally oriented attitudes and perceived efficacy, thereby illuminating the persistent “green attitude and behavior gap.” The study enriches the TPB by incorporating a knowledge component and suggests that future inquiries may validate this framework across cultural contexts and with observed behavioral outcomes.