Factors influencing Chinese consumers' green purchase intention: a quantitative analysis in the food industry

China is one of the world's most populous countries and has a huge consumer market. As a result, China is seen as the world's largest consumer market with ecological concerns. The increasing environmental problems have brought many negative effects on the lives of Chinese consumers. Therefore, the green purchase intention of Chinese consumers can affect the development of green markets at home and abroad. Before improving the green market environment and its strategies, companies must first identify which factors influence consumers' green purchasing intentions and how they can use these factors to attract consumers' attention and influence their purchase decisions. This study investigated several factors that influence Chinese consumers' purchase intention towards green food in the food industry. Quantitative analysis was used in this study and 200 valid responses were collected using an online questionnaire. Analysis was performed using a partial least squares (PLS) path modelling approach for variance-based structural equation modelling. The results indicated that environmental attitudes, eco-labelling, eco-packaging and green advertising have a significant positive impact on Chinese consumers' green purchase intention. However, environmental awareness has no significant effect on green purchase intention.