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Examines the influence of cultural values, ecological affect and ecological knowledge on the green purchasing behavior of Chinese consumers. Using structural equation modeling to assess the significance that ecological affect and ecological knowledge have on green purchase intention and actual green purchase, the results demonstrate that a strong positive relationship exists. However, other important findings suggest that Chinese people’s level of ecological knowledge is low and actual green purchase behavior minimal. Yet in contrast, Chinese consumers express a positive ecological affect and green purchase intention. In relation to the hypothesis that the Chinese strongly adhere to the cultural value of living in harmony with nature, the relevant descriptive statistic shows that today’s Chinese only pay moderate allegiance to this “man‐nature” orientation. Moreover, this cultural value is only found to exert significant bearing on ecological affect but not ecological knowledge.

This study attempts to examine the applicability of the Fishbein‐Ajzen behavioral intentions model under Chinese cultural settings. Linear structural equation modeling was utilized to test the competency of the model in explaining the intentions of Chinese consumers from the PRC and Hong Kong to purchase Chuk Kam (24 carat gold) finger rings. As a whole, the Fishbein‐Ajzen model explained well behavioral intentions under the cultural settings in question. Apart from the model’s general applicability in both the PRC and Hong Kong samples, a cross‐sample comparison seemed to suggest that the model performs slightly better in the more internationalized Hong Kong sample. Lastly, an examination of the relative influence of attitudes and subjective norms on consumption intentions revealed the collectivist culture of Chinese consumers. In view of this cultural characteristic, marketers are advised to take full advantage of the dynamics of opinion leadership in shaping the purchasing intentions of their target customers.