Empirical Study on the Influencing Factors of Sustainable Consumption Behavior:Based on TPB and VBN Theory
Based on the status quo of sustainable consumption and behavior theory,this paper integrates the main influencing factors,empirically analyzes the relationship and strength of related variables in sustainable consumption behavior,and constructs a theoretical model.This paper analyzes the questionnaire data of 464 consumers,and uses structural equation model to test the influence of sustainable consumption value,personal norms and self-identity based on the theory of planned behavior and values-belief-norm theory on sustainable consumption intention and behavior.The results show that sustainable consumption value,personal norms and self-identity significantly affect sustainable consumption intention and behavior,and the influence intensity is arranged from high to low.According to the research results,this paper puts forward some countermeasures which can cultivate the concept of sustainable consumption,stimulate consumers'moral respon-sibility and enhance the sense of community groups of sustainable consumption.
sustainable consumptiontheory of planned behaviorvalues-belief-norm theorystructural equation model
万方数据
