计划行为理论和中国消费者绿色消费行为

An Integrated Model of Behavior of China’s Green Consumers based on TPB

影响消费者绿色消费行为的因素包括消费者的认知和心理变量、社会文化因素、个人因素、自我效能、实施环境行为的便利或障碍程度等,本文基于计划行为理论整合了这些因素,以审视不同变量的相对影响程度,探究介于这些变量与绿色消费行为之间的中介变量,认为绿色消费行为是行为意图和感知行为控制的函数,行为意图依次取决于态度、主观规范和感知行为控制,这三种因素分别取决于信念、个人相对利益、社会相对利益和复杂性以及自我效能与便利条件。

There are many intricate variables influencing the green or environmental attitudes, intention and behavior of consumers. In this article, the author intends to fabricate an integrate model based on Theory of Planned Behavior, after reviewing the multiple factors influencing the green or environmental attitudes, intention and behavior of China＇s consumers and combining the social and cultural characteristics of China＇s consumers.