Abstract
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.
Highlights
Pursuit of economic growth has led to severe damage to the environment. Kates (2000) pointed out that the over-exploitation of natural resources has had a significantly negative impact and is the result of the population explosion and the corresponding leap in consumption
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
Attitude is influenced by behavioral belief and outcome evaluation; subjective norm is influenced by normative belief and motivation; perceived behavioral control (PBC) is influenced by control belief and control strength
Summary
Pursuit of economic growth has led to severe damage to the environment. Kates (2000) pointed out that the over-exploitation of natural resources has had a significantly negative impact and is the result of the population explosion and the corresponding leap in consumption. Green consumption is not a result of statutory control Rather, it arises from the values held by the consumer. Attitude is influenced by behavioral belief and outcome evaluation; subjective norm is influenced by normative belief and motivation; perceived behavioral control (PBC) is influenced by control belief and control strength. These factors work together to form a complete theoretical framework for predicting human behavior. By using perceived benefit, perceived risk, normative belief, moral obligation, control strength, and control belief as independent variables, attitude, subjective norm, PBC, and behavioral control as mediators, and actual behavior as the dependent variable, this study aimed to develop a relationship model of green consumption behavior. The target population for sampling was autonomous adult consumers in Taiwan
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