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

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