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Research Article

Vol. 2 No. 2 (2026): International Journal of Multidisciplinary Research

From Single to Configurable: A Multidimensional Analysis of Drivers of Green Product Purchase Intentio

  • Zhiqiang Wen
  • Xiaolin Zhu
  • Yingli Dong
DOI
https://doi.org/10.65231/ijmr.v2i2.134
Submitted
March 3, 2026
Published
2026-03-09

Abstract

To investigate the drivers and mechanisms of consumers 'green product purchase intention, this study selects consequence awareness, environmental cognition, incentive policies, collective efficacy, and eco-centrism as independent variables. Using fuzzy set qualitative comparative analysis (fsQCA) and structural equation modeling (SEM), the theoretical model was validated. The results reveal four configurations influencing consumers' green product purchase intention: environment-cognition-driven (social responsibility-led), comprehensive-driven, eco-belief-driven (social responsibility-led), and consequence-awareness-driven collective. These configurations highlight the critical roles of different factors in promoting green product purchase intention, providing valuable insights for policy formulation and corporate marketing strategies.

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