The Green Purchase Behavior of Young Consumers: The Role of Environmental Knowledge

Research background: Growing global concerns about pollution and environmental degradation have heightened interest in eco-friendly, sustainable, and green consumption. As individuals become more environmentally conscious, they adopt "green"lifestyles as part of their responsibility toward sustainability. Purpose: This study examines whether environmental knowledge influences green purchasing behavior, focusing on students from 11 universities affected by the 2023 earthquake in Türkiye. Through a survey of 390 respondents, the research explores the link between green purchasing behavior and environmental knowledge to understand consumer awareness in post-disaster settings. Research methodology: A questionnaire survey was conducted with 390 participants. Scale reliability was assessed using Cronbach's alpha in SPSS, while a confirmatory factor analysis (CFA) in AMOS ensured validity. Structural equation modeling (SEM) in AMOS analyzed variable correlations within the research model. Results: The findings reveal that higher environmental knowledge significantly enhances green purchasing behavior, suggesting that informed consumers are more likely to engage in sustainable purchasing. Novelty: This study contributes to the literature by investigating the link between environmental knowledge and green purchasing in a post-disaster context. Using data from students at 11 earthquake- affected universities in Türkiye, it underscores the need to increase consumer awareness of sustainability.