earticle

영어

China’s economy is r apidly d eveloping, but e nvironmental p roblems are becoming m ore serious. Recently, Chinese government and companies are actively developing pro-environmental strategies in many ways. In addition, Chinese consumers also show lots of interests in pro-environmental products such as green cars due to the environmental concerns. Therefore, the s tudy aims to f ind determinants of green car purchase behavior for Chinese consumers. The study especially focuses on the relationship between zhongyong(中庸) values, materialism, new ecological paradigm(NEP), and green consumption behavior for Chinese MZ consumers. As a result, we found that zhongyong values, materialism and NEP showed significant positive(+) effects on the green car purchase intention for Gen Z consumers, while, for Millennial consumers, zhongyong values and NEP showed significant positive(+) effects on the green car purchase intention. The study results can provide managerial and academic implications on green marketing for MZ generation consumers in China and help to formulate effective green marketing strategies.