The Green Purchase Behavior of Young Consumers: The Role of Environmental Knowledge
and Abdurrahman Gümrah Abstract
Research background
Growing global concerns about pollution and environmental degradation have heightened interest in eco-friendly, sustainable, and green consumption. As individuals become more environmentally conscious, they adopt “green” lifestyles as part of their responsibility toward sustainability.
Purpose
This study examines whether environmental knowledge influences green purchasing behavior, focusing on students from 11 universities affected by the 2023 earthquake in Türkiye. Through a survey of 390 respondents, the research explores the link between green purchasing behavior and environmental knowledge to understand consumer awareness in post-disaster settings.
Research methodology
A questionnaire survey was conducted with 390 participants. Scale reliability was assessed using Cronbach’s alpha in SPSS, while a confirmatory factor analysis (CFA) in AMOS ensured validity. Structural equation modeling (SEM) in AMOS analyzed variable correlations within the research model.
Results
The findings reveal that higher environmental knowledge significantly enhances green purchasing behavior, suggesting that informed consumers are more likely to engage in sustainable purchasing.
Novelty
This study contributes to the literature by investigating the link between environmental knowledge and green purchasing in a post-disaster context. Using data from students at 11 earthquake- affected universities in Türkiye, it underscores the need to increase consumer awareness of sustainability.
© 2025 Gökhan Akandere, Abdurrahman Gümrah, published by University of Szczecin
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