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