| Status | 已發表Published |
| Factors influencing Chinese consumers’ green purchase behavior: An examination and extension of the theory of planned behavior (TPB) | |
Liu, T. C.  ; Liu, D.
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| 2018-07-01 | |
| Source Publication | Proceedings of the 2018 Global Marketing Conference
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| Abstract | With awareness of the importance of environmental protection, encouragement of green consumption has been an important part of the Chinese government's efforts to promote sustainable development. Green consumption is similar to the concept of environmental responsible consumption, which refers to individual’s behavior with a consideration of the environmental impacts in the process of purchasing, using and disposing of various products, or use of various green services (Stern, 1999). Previous studies tried to predict pro-environmental behavior with social-psychological factors, such as values, attitudes and beliefs. However, researches about the relationship between environmental attitudes and behaviors do not produce consistent results. Some prove that they are positive related, and others argue that their relationship is very weak. Studies have testified that lots of consumers declare that they concern about the environmental situation, but hesitate to pay for green products due to this affect (Chang, 2011). Advancing knowledge about the motivations and obstacles that shape intention and behavior of green consumption is important. The theory of planned behavior (TPB) (Ajzen, 1991) is appropriate as an initial framework for studies investigating consumers’ pro-environmental behaviors. With the inclusion of a new construct perceived behavioral control, the explanatory ability of this model is strengthened. However, simple adoption of this model does not give us deep insight into consumers’ behavior. Later studies apply TPB in different contexts (e.g. Paul, Modi, Patel, 2016; Mancha & Yoder, 2015; Han, Hsu, Sheu, 2011). The mechanism of how attitude, norms and perception of behavioral control are formed may differ in different circumstances, which is still under research especially in China. The purpose of this paper is to (a) identify applicability of TPB model in predicting green purchasing intention and behavior in China and capture which factor including attitude, perceived behavioral control and norm is the most influential determinant; (b) to examine the most useful psychological and situational antecedents, which indirect influence consumers’ green purchase behavior through the factors in TPB framework. |
| Keyword | green purchase behavior the theory of planned behavior (TPB) Chinese |
| URL | View the original |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 37001 |
| Document Type | Conference paper |
| Collection | CENTRE FOR CONTINUING EDUCATION |
| Corresponding Author | Liu, T. C. |
| Recommended Citation GB/T 7714 | Liu, T. C.,Liu, D.. Factors influencing Chinese consumers’ green purchase behavior: An examination and extension of the theory of planned behavior (TPB)[C], 2018. |
| APA | Liu, T. C.., & Liu, D. (2018). Factors influencing Chinese consumers’ green purchase behavior: An examination and extension of the theory of planned behavior (TPB). Proceedings of the 2018 Global Marketing Conference. |
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