Bridging Green Innovation and Online Green Purchasing: Insights from China's Market

Shaozi Chen, Chaithanaskorn Phawitpiriyakliti, Sid Terason

ABSTRACT:

This research paper delves into the dynamic interplay between green innovation and the burgeoning trend of online green consumer behavior in China. The focus is to unravel the complex relationship between these two spheres by conducting a thorough literature review, thereby setting a foundation for future empirical studies. The paper discusses key concepts of green innovation, particularly how businesses are adopting eco-friendly practices in their operations and product designs. It also examines the online green purchasing process from a consumer's perspective, integrating theories such as the diffusion of innovation, the theory of planned behavior, and the consumer decision-making process to understand the underpinnings of green purchasing decisions. The study identifies gaps in current research, particularly in the areas of how green innovation stimuli are perceived by consumers and the role of consumer knowledge in influencing online green purchase behavior. It proposes novel research avenues, including an empirical investigation into the causal relationships between green innovation initiatives by businesses and the resulting consumer behavior in the online marketplace. This paper aims to offer a comprehensive perspective on how business practices in green innovation can align with and influence consumer tendencies towards green purchases, especially in the digital realm. The findings and propositions put forth in this study are intended to benefit academics and practitioners alike, offering insights that could contribute to promoting sustainable consumer habits and guiding businesses in China and beyond in their green innovation strategies.

KEYWORDS: Green Innovation, Consumer Behavior, Green Purchase, Online Shopping, China, Literature Review

DOI: 10.62788/p6VsGH

PUBLISHED IN: ICCMETS Conference Proceedings 2023

DATE OF CONFERENCE: July 25 - 27, 2023

CONFERENCE LOCATION: Osaka, Japan

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-69-5

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