Why Green Consumption Behavior is “easier said than done”1? - Evidence from China Market
Ning Yang, Zhuomin Shi, Zaoying Kuang

Abstract
The existing research has shown that green consumption attitude is a good predictor of the green consumption behavior, while in the meantime some study has pointed out that there is no significant relationship between the green consumption attitude and behavior. In reality, many consumers think green consumption behavior is "easier said than done". Aiming to reveal the relationship between green consumption attitude and behavior, this study probed the process of attitude-behavior transformation from two dimensions, perceived control, and perceived difficulty. We distributed 200 questionnaires and reclaimed 189 valid questionnaires. Through SPSS and LISREL data analysis, the result showed that perceived control and perceived difficulty moderated this green consumption attitude-behavior process. Both low perceived control (vs. high perceived control) and high perceived difficulty (vs. low perceived difficulty) will weaken the connection between green consumption attitude and green consumption behavior. This paper offers inspiration to both Chinese government and enterprises to raise Chinese consumers’ perceived control as well as lowering their perceived difficulty of green consumption.

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