An Empirical Study on Influencing Factors of Green Consumption Behaviors of Urban Young Groups

Abstract

Environmental issues have become public concerns, and green consumption is an inevitable choice. In this study, the Theory of Planned Behavior is adopted to construct a model for the exploration of influencing factors of green consumption behaviors of young groups. Based on the proposed model, a questionnaire is designed, and a questionnaire survey is made among urban young groups. The reliability and validity of the sample data collected are tested, and the hypothesis model is verified through multivariate regression analysis. The results show that young groups’ attitude and subjective norm towards green consumption have an influence on their green consumption intention, while their green consumption perception control does not exert a significant effect on green consumption intention; green consumption intention and green purchase behavior are also significantly and positively correlated.