Study on the Intention and Behavior Gap in Green Consumption based on Social Cognitive Theory

Ning Gao; Qihua Li

doi:10.54691/g3yjee77

Authors

Ning Gao
Qihua Li

DOI:

https://doi.org/10.54691/g3yjee77

Keywords:

Social Cognitive Theory (SCT); Green Consumption Behavior (GCB); Consumption Intention; Consumption Behavior.

Abstract

The primary objective of this study aims to explore the key factors influencing consumers’ green consumption behavior using a social cognitive theory model. Specifically, this study examines how three core variables-social norms, self-efficacy, and outcome expectations-influence consumers’ green purchase intentions. This study collected data from 404 Chinese consumers using a questionnaire survey. Quantitative research methods using the R programming language were used for data processing and analysis. Multiple regression analysis was employed to test the hypotheses and analyze the relationships between the variables. The results indicate that social norms, self-efficacy, and outcome expectations significantly influence consumers’ green purchase intentions.

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