earticle

영어

As Chinese environmental standards of private and public sectors are intensifying, it is vital to understand the relationship Chinese environmental consciousness, knowledge and behavior for marketers. Therefore, this research focuses on the impacts of Chinese consumers' new ecological paradigm and environmental knowledge on pro-environmental consumption behaviors such as trust to pro-environmental company and constant purchase intention to pro-environmental company's product. And this research also empirically test the moderate effect of environmental self-efficacy on the above mentioned relationships. This research results showed that environmental knowledge was significantly related of trust to pro-environmental company and constant purchase intention to pro-environmental company's product. And environmental self-efficacy has interaction effects with new ecological paradigm and environmental knowledge on pro-environmental consumption behaviors. However, the empirical results revealed that no relationship between new ecological paradigm and pro-environmental consumption behaviors.