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Using Social Cognitive Theory to Investigate Green Consumer Behavior

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  • Hsiu‐Yi Lin
  • Meng‐Hsiang Hsu

Abstract

Green consumer behavior can induce industries to develop green production methods and convert wasteful patterns of consumption into green consumption patterns. This study demonstrates that the practice of green consumption relies on the self‐sanction concept in individuals. The objective of this study was to develop a research model of green consumer behavior based on social cognitive theory. The results show that personal self‐concepts (the most significant of which is green consumption self‐efficacy), personal outcome expectation and social sanction all have a significant influence. On the other hand, the influences of the expected outcome of green consumer behavior, climate change and the mass media were not significant. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment.

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  • Hsiu‐Yi Lin & Meng‐Hsiang Hsu, 2015. "Using Social Cognitive Theory to Investigate Green Consumer Behavior," Business Strategy and the Environment, Wiley Blackwell, vol. 24(5), pages 326-343, July.
    • Handle: RePEc:bla:bstrat:v:24:y:2015:i:5:p:326-343
    DOI: 10.1002/bse.1820
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