Research on Consumer 's Purchase Behavior of Green Product

In view of the economic potential of green consumption, this study collected 555 valid samples through questionnaires to explore the influencing factors of consumers' green purchase behavior. The results show that consumer's perception of corporate social responsibility (CSR) and attitude toward green product have significantly positive effects on the green purchase behavior. Among them, the green attitude has partially mediating effect on the relationship between perceived CSR and green purchase behavior. In addition, environmental consciousness has a significantly positive moderating effect on the relationship between green attitudes and green purchase behavior, and it has a significantly negative moderating effect on the relationship between perceived CSR and attitudes toward green product. It can be seen that perceived CSR, green attitude, and environmental consciousness are the important factors influencing consumers' green purchase behavior.