Abstract

In recent years, global warming has become a widespread well-publicized issue. As the general public have
become aware of the importance of protecting the environment, consumers have started to evidence a marked
preference for green products. This study constructed a model describing the relationships among perceived
benefit of green consumption behavior, perceived risk, moral responsibility, normative belief, control strength,
control belief, attitude, subjective norms, behavior control, behavior intention, and actual behavior.
An analysis of 560 valid questionnaires resulted in six main findings: (1) Perceived benefit of green consumption
has a significantly positive impact on consumer attitude. (2) Perceived risk of green consumption has a
significantly negative impact on consumer attitude. (3) Normative belief and moral responsibility both have
significantly positive impacts on consumer subjective norms. (4) Control strength and control belief both have
significantly positive impacts on consumer behavior control. (5) Attitude, subjective norms and behavior control
both have significantly positive impacts on consumer behavior intention. (6) Behavioral intention and behavior
control both have significantly positive impacts on actual consumer behavior. The results of this study provide
reference to industry managers in the formulation of green marketing strategy.

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