The Impact of Determinants on Green Consumption Behavior for Green Design Displays

Jui-Lung Chen,Chin-Hung Liu

doi:10.5539/ijbm.v16n8p55

Abstract

We conducted a consumer survey and used SPSS to examine the effects among technology acceptance model, theory of planned behavior, conformity and government low-carbon policies. The results of this study show that: 1. perceived usefulness and perceived ease-of-use have a significant and positive impact on green behavior attitude; green behavior attitude, green perceived behavior control, green subjective norms, and government low-carbon policies all have a significant and positive impact on green behavioral intention, and green behavioral intention also has a significant and positive impact on green consumption behavior. 2. The normative and informational influences in conformity both have a significant and positive impact on green subjective norms, with normative influence exerting a greater impact. 3. On average, female consumers expressed a significantly higher agreement than male consumers with regard to the technology acceptance model, the theory of planned behavior, and conformity, and married consumers expressed a higher agreement than single and divorced consumers with regard to the technology acceptance model. The above results could provide companies with reference for development and business strategies involving sustainable displays.

Highlights

With the advancement of technology and the huge consumption of natural resources during the modernization process, environmental pollution and resource depletion problems have worsened to the point that threatens the sustainability of the ecological system
The analysis results show that the sample consists of mainly males; respondents aged between 30 and 40 make up the largest age group; married respondents take a larger ratio than other groups; most respondents have a university/college degree, work in the manufacturing/industrial sectors, have a monthly income between $30,001 and $40,000, and currently reside in central regions of Taiwan
The reliability analysis of perceived usefulness, perceived ease-of-use, green behavior attitude, green behavioral intention, and green consumption behavior indicates that the overall reliability coefficients of Cronbach's α are 0.864, 0.872, 0.878, 0.875, and 0.885 for the values respectively, and the overall reliability coefficient of Cronbach's α is 0.878 for theory of planned behavior; the reliability coefficients of Cronbach's α of green perceived behavior control and green subjective norm are 0.828 and 0.865 respectively; the overall reliability coefficient of Cronbach's α is 0.916 for conformity behavior, and the reliability coefficients of Cronbach's α of normative conformity and informational conformity are 0.912 and 0.876 respectively; the overall reliability coefficient of Cronbach's α is 0.873 for government's low-carbon policy

Summary

Introduction

With the advancement of technology and the huge consumption of natural resources during the modernization process, environmental pollution and resource depletion problems have worsened to the point that threatens the sustainability of the ecological system. According to HIS Markit's forecast, the global display market value is expected to exceed US$20.8 billion by 2022 Given such market demand, businesses need to incorporate green design considerations as early as in the product design stage to reduce the destruction of the natural environment while seeking to meet customer needs. In prior research of use, acceptance, and buying of technological products, the most extensively applied theories include Theory of Reasoned Action (TRA) proposed by Fishbein and Ajzen in 1975, Theory of Planned Behavior (TPB) proposed by Ajzen in 1985, and Technology Acceptance Model (TAM) proposed by Davis in 1989 In most applications, these theories have shown considerable effectiveness in explaining and predicting users’ acceptance behavior. Consumers may match their beliefs to group norms and act in similar ways as other members of the group (Hsiung, 2014)

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Results

Conclusion