Factors Affecting Green Purchase Behavior of Chinese Consumers in South Korea

Purpose - Nowadays more people have a higher concern for the environment. This study focused on the Chinese people in South Korea to see how these factors inf luenced those purchasing environmentally friendly products. This research will be very useful for South Korean companies in knowing the consumer behavior of foreigners in South Korea Design/Methodology - This research used a quantitative approach. After passing the screening phase, the researchers performed a play test by distributing a questionnaire online to Chinese respondents in South Korea. The researchers analyzed the questionnaires to filter out the data that could be processed. The researchers ended up using as many as 312 respondents for their data processed by SmartPLS 3.28. Findings - The findings of the study indicate that the impact of green social media on green purchase intention was not statistically significant. However, attitude, environmental concern, green purchase intention, perceived behavior control, and subject norm were found to have significant positive effects on green purchase intention. Additionally, green purchase intention was found to have a significant positive effect on green behavior intention. Originality/value - This research focuses on foreigners, especially Chinese, in South Korea. The results of this research are very useful for South Korean companies, especially those that focus on green products. Chinese consumers are not influenced by green social media in increasing green purchase intention, and this is different from other studies. But the research results show that green purchase intention is influenced by attitude, perceived behavior control, subject norms, and environmental concerns.