Proceedings of the 3rd International Conference on Mathematical Statistics and Economic Analysis, MSEA 2024, May 24–26, 2024, Jinan, China

Research Article

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

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  • @INPROCEEDINGS{10.4108/eai.24-5-2024.2350150,
        author={Zihan  Fang and Jiehong  Huang and Xiancheng  Meng and Shuting  Zhang and Lubin  Yang and Hua  Bai},
        title={Analysis of Purchasing Intention of Green Home Decoration Materials Based on Extended Theory of Planned Behavior},
        proceedings={Proceedings of the 3rd International Conference on Mathematical Statistics and Economic Analysis, MSEA 2024, May 24--26, 2024, Jinan, China},
        publisher={EAI},
        proceedings_a={MSEA},
        year={2024},
        month={10},
        keywords={purchasing intention extended tpb sem green home decoration materials},
        doi={10.4108/eai.24-5-2024.2350150}
    }
    
  • Zihan Fang
    Jiehong Huang
    Xiancheng Meng
    Shuting Zhang
    Lubin Yang
    Hua Bai
    Year: 2024
    Analysis of Purchasing Intention of Green Home Decoration Materials Based on Extended Theory of Planned Behavior
    MSEA
    EAI
    DOI: 10.4108/eai.24-5-2024.2350150
Zihan Fang1, Jiehong Huang2, Xiancheng Meng2, Shuting Zhang2, Lubin Yang2, Hua Bai2,*
  • 1: College of Computer and Cybersecurity Fujian Normal University
  • 2: Fujian Normal University
*Contact email: baihua1727@163.com

Abstract

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.