The Study Of Green Cognition Impact On Consumers’ Purchasing Decision

With the improvement of our life, people pay more attention to environmental problems.There are various environmental goods in the market. We wonder, with the improvement of people’s environmental consciousness and green cognition, do these two things affect people’s purchase decision? And how to affect ? In order to answer this question, we studied consumers’ green cognition impact on purchasing decision.The current body of literature lacks studies focused on the green cognition, so we have to identify green cognition at first. In order to have a deep understanding, we compared it with green consumption. After the first step, we reviewed literature related environmental consumption, green products and purchase decision.After the definition, we studied theories about purchasing decision and attitude & behavior,such as TRA, TPB. Based on this, we created a model to estimate the impact on consumers’ decision-making.A survey targeting people wants to buy furniture was performed in furnishing stores, such as IKEA, more than 225 customers involved. With SPSS 21.0 and AMOS 17.0, we analyzed the data and tested the hypotheses. The following are our conclusions:Green Cognition→Purchase Decision Path 1: Environmental Awareness → Green Product Evaluation → Consumer Behavior.Green Cognition → Purchase Decision Path 2: Environmental Awareness → Green Consumption Attitude → Consumer Behavior.Green Cognition→Purchase Decision Path 3: Green Consumption Awareness → Green Consumption Attitude → Consumer Behavior.We found Environmental Awareness have significant positive effect on Green Product Evaluation and Green Consumption Attitude. Green Consumption Awareness have significant positive effect on Green Consumption Attitude. Green Product Evaluation and Green Consumption Attitude have significant effect on Consumer Behavior. Base on these findings, we found Environmental Awareness affect Consumer Behavior via Green Product Evaluation and Green Consumption Attitude, Green Consumption Awareness affect Consumer Behavior via Green Consumption Attitude.