Aim: The aim of this study is to determine the factors that may influence the purchasing behaviour of the students of the University of Gavle with regards to green products. This study aims to answer the question if the following factors such as: gender of the students, price of the green product, level of green awareness and the green behaviour of the students and whether they have a significant difference with the purchasing behaviour of the students. Design/methodology/approach: The framework is structured on the bases of examining the correlation between the following variables, green behaviour, gender, level of green awareness of the respondents and the price of the product with regards to the purchase of green products. Data was collected via randomly distributed questionnaires and an online survey. SPSS version 22.0 was used to analyse the results of the questionnaires through correlation analysis and linear regression analysis. Findings: Our findings show that the genders of the respondents, level of green awareness and the green behaviour have a significant, positive influence on their purchase behaviour, whilst the price of the green product has a negative influence on the purchasing behaviour of the students of the University of Gavle. Limitations and Suggestions for further research: The limitations of the study were the time, size of the sample group as well as the language of the questionnaire. To enhance the representation of the sample, future research should aim at targeting a larger sample group and a wider variety of variables should be examined. Originality: The study examines a variety of factors other than the green awareness of the respondent, that influences the purchasing behaviour of the respondents and this information could provide important results for companies when it comes to marketing a green product.

Background: Ordering online food delivery has become an urban lifestyle for many people around the world, especially in China. The booming of this online-to-offline market has brought lucrative profits to online food delivery industry players, while consumers are enjoying the diversity of food available through this convenient delivery way. However, the environmental issues are also alarming with huge impact on every aspect of human development. This paper is interested in whether the Chinese Generation Z is thinking green when ordering food online. Purpose: The study aims to examine the effect of different influencing factors on Generation Z’s green consumer behaviour in three stages: purchasing, using and disposing for a holistic view. This also serves the purpose of an adaptation of relevant theories in green consumer behaviour studies such as theory of planned behaviour and ecological conscious consumer behaviour framework into the Chinese online food delivery industry. Method: A quantitative research was conducted based on a hypothesised model aiming to analyse the causal relationships between 5 factors (perceived consumer behaviour, environmental control, altruism, narcissism and subjective norm) and ECCB, together with the purchasing, using and disposing stages. 326 valid responses were collected from an online survey for the data analysis procedures in SPSS and SPSS Amos. Confirmatory factor analysis and multiple regression were among the analysis methods conducted. Conclusion: Subjective norm, narcissism, and perceived consumer effectiveness were found to have significant positive effects on green consumer behaviour among the five proposed predictors for Chinese Generation Z. The most impactful determinant is narcissism, followed by subjective norm and lastly, perceived consumer effectiveness.