A Model of Green Consumption Behavior Constructed by the Theory of Planned Behavior

By Shwu-Ing Wu, Jia-yi Chen. 2014

219 citations recorded by the source corpus.

In recent years, global warming has become a widespread well-publicized issue. As the general public have become aware of the importance of protecting the environment, consumers have started to evidence a marked preference for green products. This study constructed a model describing the relationships among perceived benefit of green consumption behavior, perceived risk, moral responsibility, normative belief, control strength, control belief, attitude, subjective norms, behavior control, behavior intention, and actual behavior. An analysis of 560 valid questionnaires resulted in six main findings: (1) Perceived benefit of green consumption has a significantly positive impact on consumer attitude. (2) Perceived risk of green consumption has a significantly negative impact on consumer attitude. (3) Normative belief and moral responsibility both have significantly positive impacts on consumer subjective norms. (4) Control strength and control belief both have significantly positive impacts on consumer behavior control. (5) Attitude, subjective norms and behavior control both have significantly positive impacts on consumer behavior intention. (6) Behavioral intention and behavior control both have significantly positive impacts on actual consumer behavior. The results of this study provide reference to industry managers in the formulation of green marketing strategy.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/117f4501f6ef14444105ad74779f5532d279a1d2

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Citations in the corpus

Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior (2020, background): “For example, normative beliefs have been found to positively affect subjective norms in the context of environmentally friendly products [87].”
Extending the Theory of Planned Behavior to Explain the Effects of Cognitive Factors across Different Kinds of Green Products (2019, methodology): “A consensus has not been formed about how subjective norm affects purchase intention for green products [12,27,66].”
Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude (2020, background): “Many studies only clarify intentions, assuming that they are good behavior predictors, and mediate the effects of attitude and subjective norms on behavior [58,59].”