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Web of Proceedings - Francis Academic Press

Empirical Study on Consumers' Willingness to Consume Green Packaging and Its Influencing Factors——Based on the Theory of Planned Behavior

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DOI: 10.25236/icess.2019.290

Author(s)

Beibei Zhang and Xiuyu Guo

Corresponding Author

Beibei Zhang

Abstract

Green packaging is the product of green revolution and green movement, which adapts to the trend of green consumption. However, green packaging has not been widely used at present. Based on the theory of planned behavior, this paper constructs the influencing factor model of consumers' consumption intention of green packaging, and uses the structural equation model to analyze the questionnaire data. The empirical research results show that the influence of subjective norms is the most significant, followed by perceptual behavior control, and the behavioral attitude ranks the third. According to the research, There are some suggestions are put forward to provide reference for the government and enterprises to design measures to promote consumers' consumption of green packaging.

Keywords

Green packaging, The theory of planned behavior, The structural equation model