The Gap of Green Consumption Behavior: Driving from Attitude to Behavior

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publication-listing mt-3 mb-3"> <h5 class="card-header" style="font-size:.9rem">The Gap of Green Consumption Behavior: Driving from Attitude to Behavior</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Yu%20Du">Yu Du</a>, <a href="https://publications.waset.org/abstracts/search?q=Jian-Guo%20Wang"> Jian-Guo Wang</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Green consumption is a key link to develop the ecological economy, and consumers are vital to carry out green consumption. With environmental awareness gradually being aroused, consumers often fail to turn their positive attitude into actual green consumption behavior. According to behavior reasoning theory, reasons for adoption have a direct (positive) influence on consumers’ attitude while reasons against adoption have a direct (negative) influence on consumers’ adoption intentions, the incongruous coexistence of which leads to the attitude-behavior gap of green consumption. Based on behavior reasoning theory, this research integrates reasons for adoption and reasons against adoption into a proposed model, in which reasons both for and against green consumption mediate the relationship between consumer’ values, attitudes, and behavioral intentions. It not only extends the conventional theory of reasoned action but also provides a reference for the government and enterprises to design the repairing strategy of green consumption attitude-behavior gap. <iframe src="https://publications.waset.org/abstracts/67644.pdf" style="width:100%; height:400px;" frameborder="0"></iframe> <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=green%20product" title="green product">green product</a>, <a href="https://publications.waset.org/abstracts/search?q=attitude-behavior%20gap" title=" attitude-behavior gap"> attitude-behavior gap</a>, <a href="https://publications.waset.org/abstracts/search?q=behavior%20reasoning%20theory" title=" behavior reasoning theory"> behavior reasoning theory</a>, <a href="https://publications.waset.org/abstracts/search?q=green%20consumption" title=" green consumption"> green consumption</a>, <a href="https://publications.waset.org/abstracts/search?q=SEM" title=" SEM"> SEM</a> </p> <a href="https://publications.waset.org/abstracts/67644/the-gap-of-green-consumption-behavior-driving-from-attitude-to-behavior" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/67644.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">460</span> </span> </div> </div> </div> </main> <footer> <div id="infolinks" class="pt-3 pb-2"> <div class="container"> <div style="background-color:#f5f5f5;" class="p-3"> <div class="row"> <div class="col-md-2"> <ul class="list-unstyled"> About <li><a href="https://waset.org/page/support">About Us</a></li> <li><a href="https://waset.org/page/support#legal-information">Legal</a></li> <li><a target="_blank" rel="nofollow" href="https://publications.waset.org/static/files/WASET-16th-foundational-anniversary.pdf">WASET celebrates its 16th foundational anniversary</a></li> </ul> 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The Gap of Green Consumption Behavior: Driving from Attitude to Behavior