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 havebecome aware of the importance of protecting the environment, consumers have started to evidence a markedpreference for green products. This study constructed a model describing the relationships among perceivedbenefit 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 consumptionhas a significantly positive impact on consumer attitude. (2) Perceived risk of green consumption has asignificantly negative impact on consumer attitude. (3) Normative belief and moral responsibility both havesignificantly positive impacts on consumer subjective norms. (4) Control strength and control belief both havesignificantly positive impacts on consumer behavior control. (5) Attitude, subjective norms and behavior controlboth have significantly positive impacts on consumer behavior intention. (6) Behavioral intention and behaviorcontrol both have significantly positive impacts on actual consumer behavior. The results of this study providereference to industry managers in the formulation of green marketing strategy.