The transformation from college students'green consumption intention to their actual behavior—An analysis based on the moderating effect of green consumption context
Based on the theories of planned behavior and attitude-behavior-condition,this study constructed a theoretical model of college students'green consumption intention and behavioral response as well as the conditional moderation effect.Data obtained from 1 240 college students'questionnaires from 6 universities in Fujian province were used to empirically analyze the impact of college students'green consumption intention on their green consumption behaviors and the moderating effect of green consumption conditions.The study found that green consumption cost-sharing intention,mode adoption intention,and green advocacy intention have significant positive influences on the transformation of college students'green consumption behavior.Green consumption incentive policy has a significant positive moderation effect on the transformation of college students'green consumption behavior.The implementation of the green labeling system has a significant positive moderation effect on the transformation of college students'environmentally friendly consumption and energy-saving consumption behaviors.Green consumption convenience condition has a significant positive moderation effect on the transformation of college students'environmentally friendly consumption,energy-saving consumption and recycling consumption behaviors.Accordingly,it is proposed to reduce the cost of green consumption,strengthen the publicity and education on green consumption,improve the green consumption policy system,improve the implementation system of green product standards,and strengthen the supply of green products and services,so as to promote the transformation of college students'green consumption intention to behaviors.
college studentsgreen consumption intentiongreen consumption behaviorgreen consumption context
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