Green public procurement as a promoter for green consumption : from the perspective of individual's knowledge

Green public procurement is considered an environmental policy tool with great potential. Having been charged with the responsibility of transforming greenness into a shared social norm, Green public procurement has the potential to play an exemplary and guiding role for the individual consumer. This study develops a theoretical model and conducts an empirical analysis of data collected from 336 situational questionnaires. The results indicate that consumer's knowledge of Green public procurement does not directly influence their green consumption attitudes, and the moderation role of collectivism does not significant. However, consumer's knowledge of Green public procurement has an indirect positive effect on their green consumption attitudes through two mediators: (i). perceived value and (ii). perceived consumer effectiveness. This study has extended the research on the effectiveness of Green public procurement to the field of individual green consumption, and the value of the study is to provide new evidence for Green public procurement in promoting social sustainable development and green production of enterprises from the perspective of knowledge transmission. Thus, we believe that it is necessary to disseminate knowledge on Green public procurement to the public. However, presently China has too few Green public procurement information disclosure channels to be known by the public. We suggest that public authorities transmit relevant knowledge to the public through various media. Meanwhile, enterprises should publicize the products on the Green public procurement list.