Using Social Cognitive Theory to Investigate Green Consumer Behavior
基于社会认知理论，研究了个人自我概念（尤其是绿色消费自我效能）、结果预期和社会制裁对绿色消费行为的影响，发现气候变化和大众媒体的影响不显著。
Abstract Green consumer behavior can induce industries to develop green production methods and convert wasteful patterns of consumption into green consumption patterns. This study demonstrates that the practice of green consumption relies on the self‐sanction concept in individuals. The objective of this study was to develop a research model of green consumer behavior based on social cognitive theory. The results show that personal self‐concepts (the most significant of which is green consumption self‐efficacy), personal outcome expectation and social sanction all have a significant influence. On the other hand, the influences of the expected outcome of green consumer behavior, climate change and the mass media were not significant. Copyright © 2015 John Wiley & Sons, Ltd and ERP Environment.