Apply the Decomposed Theory of Planned Behavior to Explore the Factors Influence on Green Consumption Behavior

• Main Authors: Pei-Ju Hsiao, 蕭佩如
• Other Authors: Yi-hua Hsieh
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/w6e6gh

碩士 === 淡江大學 === 會計學系碩士班 === 103 === In recent years, human has gradually realized the importance of caring for the earth, and the green consumption can be said that the concept of sustainable development into account the humanities. The purpose of this study is to explore the influence of various factors on green consumption behavior. To this end, this study is primarily based on the decomposed theory of planned behavior, classify the influence of aspects on green consumption behavior into attitudes, subjective norms, and perceived behavioral control, and add 6 variables including ecological knowledge, ecological affection, interpersonal influence, external influences, self-efficacy and facilitating conditions. To support this study, a short questionnaire was issued to consumers and 278 validly responses have collected. The results showed that：(1) there is no association between the ecological knowledge and attitude of green consumption. (2) ecological affection had significantly positive effect on attitude of green consumption. (3) interpersonal influence and external influences have significantly positive effect on subjective norms. (4) self-efficacy and facilitating conditions have significantly positive effect on perceived behavioral control. (5) attitude of green consumption, subjective norms, and perceived behavioral control have significantly positive effect on intention of green consumption. (6) intention of green consumption has significantly positive effect on green consumption behavior.