Green consumption: Closing the intention-behavior gap
Green consumption: Closing the intention-behavior gap
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DOI：
10.1002/sd.1875
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发表时间：
2019-01-01
影响因子：
12.5
通讯作者：
Thoa Thi Bao Hoang
中科院分区：
文献类型：
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作者：
Hung Vu Nguyen;Cuong Hung Nguyen;Thoa Thi Bao Hoang
绿色消费已成为重要的学术和实践课题。然而，文献中反复出现的主题是绿色消费中的态度与行为差距。本研究从认知角度研究消费者行为，从理论上开发并检验了绿色消费意向与行为之间关系的两个关键调节因素，即绿色产品可获得性和消费者感知有效性。在高水平的调节者下，假设意图和行为之间的关系更强。我们对越南两个大城市 416 名消费者的数据样本为这些假设提供了支持。因此，我们的研究结果通过解释态度行为差距为绿色消费文献做出了贡献。我们的研究还通过解释消费者行为的不一致为更广泛的文献做出了贡献。还讨论了进一步研究的意义和建议。
Green consumption has become an important academic and practical topic. However, a recurring theme in the literature has been the attitude-behavior gap in green consumption. Taking the cognitive view in studying consumer behaviors, this study theoretically developed and tested two key moderators to the relationship between green consumption intention and behavior, namely green product availability and perceived consumer effectiveness. Under high levels of the moderators, the relationship between the intention and the behavior were hypothesized to be stronger. Our data sample of 416 consumers in two large cities in Vietnam provided support for the hypotheses. Our study results thus contribute to the green consumption literature by explaining the attitude-behavior gap. Our study also contributes to the broader literature by explaining the inconsistency in consumer behavior. Implications and recommendations for further research are also discussed.