Causal Factors that Influence on Green Consumption Behavior with Green Product Prices as Moderator in China

บทคัดย่อ

The objectives of this study were 1)To study consumer innovativeness affects green consumption intention. 2)To study government guidance affects green consumption intention. 3)To study perceived behavior effectiveness affects green consumption intention and green consumption behavior. 4)To study perceived risk affects green consumption intention and green consumption behavior. 5)To study green consumption intention plays a mediating role in the impact of perceived behavior effectiveness and perceived risk on green consumption behavior. 6)To study the price of green products plays a moderating role in the influence of green consumption intention on green consumption behavior. This research was mixed research. The conceptual framework of this research was applied from Theory of planned behavior (TPB), Attitude-Behavior- Condition model (ABC), Value-Belief-Norm Theory (VBN) and so on. The population consists of Chinese urban residents. The samples were from urban residents in five representative cities in China, the size was determined by (Hair, Anderson, Babin, & Black, 2010). The research instrument was Likert 5 scale. Statistics used for data analysis were mean, standard deviation, correlation analysis, regression analysis and test structural equation model et al. The result of this study found that: 1) Consumer innovativeness positively affects green consumption intention. 2) Government guidance has a significantly positive effect on green consumption intention. 3) Perceived behavior effectiveness has significant effect on green consumption intention and green consumption behavior. 4) Consumers' perceived risk has not significant impact on green consumption intention and green consumption behavior. 5) Green consumption intention has a significant mediating effect on green consumption behavior. 6) Green product price has a significant moderating effect on green consumption intention and green consumption ebehavior.