Analysis of Purchasing Intention of Green Home Decoration Materials Based on Extended Theory of Planned Behavior

Due to the increasingly serious environmental problems caused by global warming, green consumption is widely respected as an environmentally friendly consumption behavior. This study aims to use the Theory of Planned Behavior (TPB) as the basic framework and extend this model through introducing 4 variables to explore the factors that influence Chinese consumers' purchase intention for green home decoration ma-terials. The results of this model show that consumer attitudes, subjective norms and perceived behavioral control have a significant positive impact on consumers' pur-chasing intention. Furthermore, our results show that environmental concern has a significant positive impact on consumer attitude, perceived behavioral control, and purchasing intention, but the impact on subjective norm is not significant. There is no significant correlation between consumers' environmental knowledge and purchasing intention. However, environmental knowledge can have an indirect impact on pur-chasing intention by affecting attitude and perceived behavioral control. Consumers' perceived usefulness of green home decoration materials is also significantly positively related to their purchasing intention. Consumers’ product image could also impact the purchasing intention indirectly through purchasing attitude.