Determinants that influence Green Consumption Intention: An Investigation of Environmental Perceptions of College Students in China

Abstract

Green consumption behavior in daily life has become an important research topic in China. Particularly, several green courses and programs are added to strengthen the environmental awareness of college students at universities in recently years. In fact, college students can be the high-efficiency actors who are good at learning ability, creativity, and flexibility and adaptability. The current study aims to understand the green consumption in practice from the views of college students in China by extending the Theory of Planned Behavior. The results indicated that green subjective norms had statistically significant impact on intentions of green consumption. Moreover, green atmosphere, green publicity, and green product were to found to have a significant and positive relationship with green consumption intentions. Promising directions for future research are outlined. Keywords— Green Consumption, Environmental Perceptions, CPC National Congress, TPB.