A study on Green behavior of Chinese College students from the Perspective of AMO
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DOI: 10.25236/eduer.2019.025
Author(s)
Li Cuifang, Wang Rui
Corresponding Author
Li Cuifang
Abstract
Under the condition that the ecological pressure and environmental problems in China are becoming more and more serious, Chinese colleges and universities try to actively influence the green behavior of college students through the green development plan. Based on AMO theory, this paper discusses the mechanism of ability, motivation and opportunity on green behavior of 15 colleges and universities.
Keywords
AMO, green self-efficacy, prosocial motivation, organizational green support atmosphere, green behavior