Elucidating the Effect of Antecedents on Consumers ’ Green Purchase Intention: An Extension of the Theory of Planned Behavior

Frontiers in Psychology

article

Athapol Ruangkanjanases¹  Jun-Jer You²  Shih-Wen Chien³  Yin Ma⁴  Shih-Chih Chen⁵  Ling-Chi Chao⁶ 

[1] Chulalongkorn Business School, Chulalongkorn University;Department of Exercise and Health Sciences, University of Taipei;Department of Intelligent Commerce, National Kaohsiung University of Science and Technology;School of Philosophy and Sociology, Lanzhou University;Department of Information Management, National Kaohsiung University of Science and Technology;Department of Information Management, Tatung University

关键词: theory of planned behavior;    green consumption;    green products purchase intention;    green food;    structural equating modeling;    purchase intention;   

DOI  :  10.3389/fpsyg.2020.01433

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

In this study, the extension of theory of planned behavior was developed to evaluate the effects of antecedents that influence consumers’ intention to buy green products. The effect of nine determinants (i.e., individual benefits, social benefits, willingness-to-pay, environmental responsibility, e-word-of-mouth, values, self-competence, convenience, and environmental literacy) of the green wave on Taiwanese consumers was empirically tested by examining their perception of social responsibility through theory of planned behavior. Except for consumer subjective norms, the remaining factors exhibited significant positive correlations with the planned behavior, implying that the voluntary participation aspect of the green wave is considerably more critical than its mandatory social pressure. To diffuse this green wave more effectively, the Taiwanese government should encourage consumers to easily capture the detailed impact of the green wave on the society and allow consumers to use word-of-mouth marketing for the creation of relational value to improve their quality of life.

【 授权许可】

CC BY