Research on Influencing Factors of College Students’ Green Consumption Behavior based on UTAUT Model

DOI: https://doi.org/10.62517/jse.202411211

Author(s)

Huan Su1, Guopeng Hong1, Cailong Xu2,*

Affiliation(s)

1Xingzhi College of Zhejiang Normal University, Jinhua, Zhejiang, China 2Information Technology Center, Zhejiang Normal University, Jinhua, Zhejiang, China *Corresponding Author.

Abstract

In order to explore the influencing factors of college students' green consumption behavior, perceived cost is introduced based on the four core elements of UTAUT's original model, namely, expected utility, expected effort, social influence, and convenience cost. The empirical test found that expected utility, convenience factors, and perceived cost factors significantly and positively affect college students' green consumption willingness, and jointly affect college students' green consumption behavior through the mediating role of consumption willingness and facilitating factors. In light of this, it is suggested that in order to enhance college students' green consumption behaviors, green consumption publicity be implemented, green consumption channels be expanded, and green consumption willingness be met.

Keywords

College Students; Green Consumption; UTAUT Model

References

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