대학생의 소비가치에 따른 구매행동 특성에 관한 연구

김현정,유두련 한국소비자정책교육학회 2017 소비자정책교육연구 Vol.13 No.4

This study aims at investigating how university students’ consumption values affect their purchasing behaviors. A questionnaire survey was conducted on students attending four universities in Daegu and Gyeongbuk provinces, and a total of 555 participants’ data were collected for analyses. To analyze the research problem, basic statistics, factor analysis, reliability test, t-test, and analysis of variance (ANOVA) were conducted. In addition, Duncan’s test was conducted for post-hoc analysis. In order to identify the factors that influence the characteristics of university students’ consumption behaviors, stepwise multiple regression analysis was conducted. The research findings and implications are as follows. First, the factor analysis results showed that university students’ consumption values included differentiating value, conspicuous value, functional value, ethical value, emotional value, and self-centered value, whereas purchasing behaviors included brand purchasing, self-centered purchasing, ethical purchasing, compulsive purchasing, and planned purchasing. Second, the analysis of difference between the consumption values indicated that the female students’ differentiating value was higher than that of the male students. Also, the conspicuous value was higher if the participants’ allowance level was high and they were influenced more easily by their friends, parents, advertisements, and celebrities. The functional value was higher in fourth-year male students who were easily influenced by peer groups and had lower interests in celebrities. The ethical value was highly correlated with how much students were affected by their parents, and the emotional value was higher in female students with high allowance levels who were easily influenced easily by their parents. Lastly, those who were easily affected by advertisements showed higher scores on the self- centered value. Third, the results of stepwise multiple regression analysis conducted to investigate the factors that influenced the students’ purchasing behaviors indicated that the conspicuous value had the most influence on the students’ brand purchasing behavior. With regard to the self- centered purchasing behavior, the self-centered value and differentiating value exerted major influences, and this tendency was even stronger for those who were less affected by their parents. The ethical value was found to influence ethical purchasing behavior. With regard to compulsive purchasing behavior, the emotional value and the self-centered value had strong influences, and friends, their parents, advertisements also exerted significant influence. If the age of a student’s mother was young and the student’s score on the functional value was low, the likelihood of engaging in compulsive purchasing behavior was higher. Planned purchasing was significantly influenced by parents, and those who had a higher functional value or a lower emotional value were more likely to engage in planned purchasing behavior. The findings from this study can be used to develop contents and basic data for consumer education programs in primary, middle, and high schools for building desirable consumption values such as ethical value and functional value among students. Moreover, the results of the study could be utilized as vital data to develop various consumer programs and courses in universities. 본 연구는 대학생의 소비가치가 구매행동에 어떤 영향을 미치는지를 알아보고자 하는데 그 목적이 있다. 대구와 경북지역 4개 대학에 재학 중인 대학생을 대상으로 설문지를 통해 조사를 실시하였으며, 총 555부가 분석에 이용되었다. 연구문제 분석을 위해 먼저 기초통계와 요인분석, 신뢰성 검증 그리고 t-검증, ANOVA분석, 사후분석을 위해 Duncan's test, 대학생의 구매행동특성에 영향을 미치는 요인을 알아보기 위해 다중회귀분석의 단계기법을 실시하였다. 연구결과 및 시사점은 다음과 같다. 첫째, 대학생의 소비가치는 요인분석 결과 차별성 가치, 과시적 가치, 기능적 가치, 윤리적 가치, 감성적 가치, 자기중심적가 치 등의 요인으로 나타났으며, 구매행동은 브랜드 구매, 자기중심적 구매, 윤리적 구매, 충동구매, 계획구매 등의 요인으로 나타났다. 둘째, 소비가치의 차이분석 결과 차별성 가치는 남학생보다 여학생에게 높게 나타나고, 과시적 가치는 용돈수준이 높고, 친구, 부모님, 광고, 연예인의 영향을 많이 받을수록 높게 나타났다. 기능적 가치는 4학년이고, 주위 친구들의 경제적 성향에 영향을 많이 받으며 연예인에 대한 관심이 적을수록 높게 나타났다. 윤리적 가치는 부모님의 영향이 큰 것으로 나타났으며, 감성적 가치는 여학생이고 용돈수준이 높고, 친구, 부모님, 광고, 연예인의 영향을 많이 받을 수록 감성적 가치 성향이 높은 것으로 나타났다. 자기중심적 가치는 여학생이며, 용돈수준이 높고, 친구, 부모님의 영향을 많이 받으며, 특히 광고의 영향을 많이 받을수록 자기중심적 가치 성향이 높은 것으로 나타났다. 셋째, 대학생의 구매행동에 영향을 주는 요인이 어떤 것 인지 알아보기 위해 다중회귀분석의 단계기법을 실시한 결과 브랜드 구매에는 과시적 가치가 가장 영향을 많이 미치는 것으로 나타났다. 자기중심적 구매에는 자기중심적 가치와 차별성 가치가 영향을 미쳤으며 부모의 영향을 덜 받을수록 자기중심적 구매를 더 많이 하는 것으로 나타났다. 윤리적 구매에서는 윤리적 가치가 영향을 미치는 것으로 나타났다. 충동구매는 감성적 가치와 자기중심적 가치가 가장 큰 영향을 미쳤으며 연예인의 영향, 친구의영 향도 충동구매에 영향을 주었다. 또한 어머니 나이와 기능적 가치는 부적으로 나타나 어머니가 젊을수록, 기능적 가치가 낮을수록 충동구매를 많이 하는 것으로 해석할 수 있다. 계획구매는 부모의 영향을 가장 많이 받았으며, 기능적 가치가 높을수록 계획구매를 많이 하며 감성적 가치가 낮은 사람일수록 계획구매를 더 잘 하는 것으로 해석할 수 있다. 이러한 연구결과는 윤리적 가치, 기능적 가치 등의 바람직한 소비가치 형성을 위해 초․중․고 소비자교육 내용 구성과 교육 프로그램 개발을 위한 기초자료로 활용 될 수 있을 것이다. 또한 대학에서 다양한 소비자 프로그램 개발이나 소비자교과목 개발을 위한 중요한 자료로도 활용 될 수 있을 것으로 기대할 수 있다.

배드민턴 라켓 구매 소비자 특성에 따른 소비행동이 구매행동과 브랜드 반복 구매행동에 미치는 영향

임승현 ( Seung Hyun Lim ),남경완 ( Kyung Wan Nam ) 한국스포츠산업경영학회 2011 한국스포츠산업경영학회지 Vol.16 No.4

이 연구는 배드민턴 동호인들의 라켓 소비특성에 따른 소비행동을 분석하고, 소비행동이 구매행동과 브랜드 반복 구매행동에 어떠한 영향을 주는지를 규명하여, 배드민턴 라켓용품 소비자들의 소비행동과 구매행동 방향을 제시하여 배드민턴 용품산업 활성화 및 마케팅 전략을 위한 기초자료를 제공하는데 있다. 연구의 대상으로는 D광역시와 G도에 소재한 15개 배드민턴 클럽에 소속되어 규칙적인 활동을 하는 동호인으로 선정하여 비확률 표본추출법(non-probability sampling)을 이용하여 최종 709부를 결과 분석에 사용하였다. 자료처리를 위한 통계방법으로는 SPSS Ver.15.0 프로그램을 이용하여 탐색적 요인분석, t-test, ANOVA, 상관관계분석(correlation analysis)과 중다회귀분석(multiple regression)을 실시하였다. 분석 결과 첫째, 배드민턴 라켓에 대한 재구매 소비행동은 연령이 낮고, 배드민턴 경력이 1-5년 미만은 헤드브랜드를 선호하지 않고 구입비용이 15만원 이상인 남자 동호인이 높은 것으로 나타났다. 둘째, 배드민턴 동호인이 구매한 라켓 브랜드의 소비행동 중 타인추천 행동은 41-50세 연령 배드민턴 주당 참여횟수가 많고, 라켓구입주기가 길고, 구입비용이 15만원 이상인 남자의 추천 행동이 높은 것으로 나타났다. 셋째, 소비행동과 브랜드 반복구매행동, 구매행동 간에는 긍정적인 상관관계가 성립하는 것으로 나타났다. 넷째, 동호인이 사용하는 라켓 브랜드에 대한 적극적 소비행동은 매체의존구매와 합리적 구매, 브랜드 반복구매에 모두 긍정적인 영향을 주는 것으로 나타났다. 다섯째, 동호인이 사용하는 라켓 브랜드에 대한 타인추천 소비행동은 매체의존구매행동과 브랜드 반복구매행동에 긍정적인 영향을 주는 것으로 나타났다. 따라서 배드민턴 라켓 용품 관련 업체들은 용품에 대한 적극적인 소비행동과 타인에게 추천하고 싶은 브랜드를 만들 수 있는 효과적인 마케팅 방안을 마련하고 실행하여야 소비자들의 매체에 의존된 구매와 반복된 구매를 통한 소비를 유발시켜 기업의 경영 합리화를 이끌어 낼 수 있을 것이다. This study is to analyze badminton club members` consumption behavior in relation to racket consumption characteristics, as well as to investigate how consumption behavior will affect purchase behavior and brand-specific repetitive purchase behavior, which is expected to give guidelines on the consumption behavior and purchase behavior of badminton rackets, and moreover to provide basic data for marketing strategies to invigorate the badminton goods industry. The study was conducted on members at 15 badminton clubs located in D-City in G-Province who had done regular club activities, and the data, collected from finally selected 709 questionnaires, were analyzed through non-probability sampling. The program ‘Statistical Package for Social Sciences (SPSS; version15.0)’ was used for statistical analyses such as exploratory factor analysis, the t-test, the analysis of variance (ANOVA), correlation analysis and multiple regression analysis. Results: First, the level of racket-repurchasing behavior was higher in the members who were relatively young, had played badminton for 1 to 5 years, did not like head brands, and had the financial means to pay 150 dollars and over for the racket. Second, the level of recommendation-dependent racket-purchasing behavior was higher in the members who were aged between 41 and 50, had played badminton very often, had a long purchasing cycle, and had the financial means to pay 150 dollars and over for the racket. Third, consumption behavior, brand-specific purchasing behavior and purchasing behavior had a positive correlation with each other. Fourth, brands-related aggressive consumption behavior exerted positive influence on media-dependent purchasing behavior, rational purchasing behavior and brand-specific purchasing behavior all. Fifth, brands-related recommendation-dependent consumption behavior exerted positive influence on media-dependent purchasing behavior and brand-specific purchasing behavior. Taken altogether, badminton goods producers or traders have need to build up brand power enough to induce consumers to purchase their products and to recommend them to others. Then, it is expected to promote media-dependent purchase and repurchase, by extension, to facilitate the rationalization of management.

쇼핑동기에 따른 의류점포내 구매상황이 구매행동에 미치는 영향에 관한 연구

李姬珍,朴銀珠 복식문화학회 2000 服飾文化硏究 Vol.8 No.3

The purposes of the study were to investigate the causal relationships between shopping motivation, purchasing situation in store, experienced affection, and purchasing behavior. We collected data from 430 consumers shopping in the apparel store of two department in Busan, and analyzed by factor analysis and regression analysis. The result of this study were as follows; 1. Purchasing situations which influenced consumers' apparel purchasing behaviors in apparel store were consisted of four factors such as Physical factor, Product factor, Inter-personal Factor and Salesmen factor. 2. Experienced affections in apparel store were consisted of four factors such as Pleasure, Ignorance, Superiority and Insecurity. 3. The main causal course of the apparel purchasing behavior was the shopping motivation → the purchasing situation in store (→ the experienced affection in store) → the apparel purchasing behavior. 4. Shopping motivation appeared to be the most important variable determining purchasing behavior in apparel store. Especially, the superiority experienced in store appeared to be positive effects. 5. The causal relationships of purchasing behavior in apparel store were significant differences between two relationships by shopping motivations. In conclusion, this study showed that purchasing situation in apparel store effected on purchasing behavior with the different causal relationships by shopping motivations.

소비자의 체면민감성과 아웃도어웨어 구매행동 연구 -과시소비의 매개효과 분석-

진대건 ( Daegun Jin ),유소이 ( Soye You ) 한국패션비즈니스학회 2018 패션 비즈니스 Vol.22 No.2

This study was to explore purchasing behavior and repurchase intention by considering social-face sensitivity and conspicuous consumption. To do this, first, this study tried to explain how consumers had different characteristics for social-face sensitivity, conspicuous consumption, purchasing behavior, and repurchase intention for outdoor wear. Second, this study tested the relationship between consumer behavior (purchasing behavior and repurchase intention) and social-face sensitivity by considering the mediating effect of conspicuous consumption. As the results, first, there was a significant relationship between social-face sensitivity (sensitivity to saving face) and conspicuous consumption, which had a significant effect on the purchasing behavior with outdoor wear(purchase frequency, purchase cost). Second, social-face sensitivity (consciousness of shame) had a significant effect on conspicuous consumption (preference for famous brands, status symbol, pursuing fashion), and social face sensitivity (consciousness of social formality) had a significant effect on conspicuous consumption (preference for famous brands). The relationship between the conspicuous consumption and purchasing behavior showed that conspicuous consumption had significant effects on consumer behavior (purchase frequency, purchase cost). The relationship between the social-face sensitivity and purchasing behavior showed that being conscious of others had a significant effect on purchasing behavior. Third, purchasing behavior with outdoor wear had a significant effect on repurchase intention. Finally, this study confirmed that conspicuous consumption had a partially significant mediating effect on the relationship between social-face sensitivity (sensitivity to saving face) and purchasing behavior.

복권구매행동의도의 선행요인구조 분석

박종민(Park, Jongmin),박진홍(Park, Jinhong) 한국광고홍보학회 2015 광고연구 Vol.0 No.105

본 연구는 계획된 행동 이론을 근거로 하여 최근 우리나라 복권구매자들의 복권 구매 행동과 행동의도에 영향을 미치는 요소들을 분석하고자 하였다. 전체적인 본 연구 결과 복권의 구매 행동 의도에 복권에 대한 태도와 주관적 규범은 영향을 주고 있는 반면 지각된 행동 통제감은 영향을 미치지 못하고 있었다. 따라서 본 연구는 복권의 구매 행동을 설명할 때 계획된 행동이론보다는 합리적 행위 이론이 더 적합한 모형이라는 설명이 가능함을 알 수 있다. 그러나 복권 구매자 집단과 비구매자 집단을 나누어 두 집단의 복권 구매 과정의 차이를 분석한 결과는 구매자 집단만의 복권 구매 행위 모델은 계획된 행동이론이 적절함을 보여 주는 결과였다. 반면 비구매자 집단은 복권에 대한 태도만이 행위의도에 영향을 미치고 있었다. 다양한 연구결과의 실용적이고 학문적인 함의가 토론되었다. This study is try to identify variables precedent of the lottery ticket purchasing behavior by appling three independent variables (attitude toward the lottery ticket purchasing behavior, subjective norm, perceived behavioral control) of theory of planned behavior. The results of this study showed that attitude toward the lottery ticket purchasing behavior and subjective norm had an effect on the lottery ticket purchasing behavior while perceived behavioral control had no effect on it. It means that theory of reasoned action is more explicable model than theory of planned behavior for understanding the lottery ticket purchasing behavior. However, the results of additional analysis of only main lottery ticket purchasers after excluding non lottery ticket purchasers are not supporting theory of reasoned action but theory of planned behavior because all three independent variables (attitude toward the lottery ticket purchasing behavior, subjective norm, perceived behavioral control) of theory of planned behavior had an effect on the lottery ticket purchasing behavior. subjective norm, perceived behavioral control) of theory of planned behavior had an effect on the lottery ticket purchasing behavior. Analyses on non lottery ticket purchasers’ behavioral pattern revealed that their attitude toward the behavior is only effective variable for their lottery ticket purchasing behavior. Diverse practical and academical implications of the results have beed discussed.

IMB모델을 적용한 친환경 정보와 동기, 행동기술이 친환경 구매행동에 미치는 영향

김수지,박찬권,김채복 한국경영교육학회 2015 경영교육연구 Vol.30 No.4

The purpose of this study is to examine relations among eco-friendly information, knowledge, and behavior skills by applying the IMB model and study how those three variables influence eco-friendly purchasing behavior. To attain the goal, this author selected eco-friendly information, eco-friendly motivation, eco-friendly behavior skills, and eco-friendly purchasing behavior as major variables and then formulated and verified hypotheses among them. The findings of this study are as below: First, eco-friendly information and eco-friendly motivation have positive effects on eco-friendly behavior skills. In other words, as consumers have more eco-friendly information, that is to say a higher level of knowledge and of eco-friendly motivation, they tend to have better eco-friendly behavior skills. Second, eco-friendly behavior skills show positive effects on eco-friendly purchasing behavior. This means that as their eco-friendly behavior skills are better, they tend to indicate better eco-friendly purchasing behavior. Third, according to the result of verifying eco-friendly behavior skills’ mediating roles among eco-friendly information, eco-friendly motivation, and eco-friendly purchasing behavior, eco-friendly behavior skills do have mediating roles. Lastly, according to the result of analyzing intergroup difference in eco-friendly purchasing behavior, there is no difference by sex. Also, those who are younger, have a specialized job, have graduated university or completed a higher level of education, or belong to the middle class tend to show a higher level of recognizing eco-friendly purchasing behavior, and they tend to show actual purchasing behavior more. 본 연구는 IMB모델을 적용하여 친환경 정보, 지식, 행동기술 간의 관계를 파악하고, 이들 세 가지 변수가 친환경 구매행동에 미치는 영향에 대하여 연구하는 것이다. 따라서 주요변수로 친환경 정보, 친환경 동기, 친환경 행동기술, 친환경 구매행동을 선정 하였으며, 이들 간의 가설을 수립하고 검정한 결과는 아래와 같다. 첫째, 친환경 정보와 친환경 동기는 친환경 행동기술에 정(+)의 영향을 미치는 것으로 나타났다. 따라서 소비자들이 친환경 관련 정보 즉, 지식의 수준과 친환경 동기의 수준이 높을수록 친환경 행동기술이 높다. 둘째, 친환경 행동기술은 친환경 구매행동에 정(+)의 영향을 미치는 것으로 나타났다. 즉, 친환경 관련 행동기술의 수준이 높을수록 친환경 구매행동의 수준도 높다. 셋째, 친환경 정보 및 친환경 동기와 친환경 구매행동 사이에서 친환경 행동기술의 매개변수의 역할을 검정한 결과 친환경 행동기술은 매개역할을 하는 것으로 나타났다. 마지막으로 친환경 구매행동의 집단별 차이를 분석한 결과 성별은 차이가 없었으며, 연령은 비교적 젊은 연령대에서, 전문직에 종사하며, 대학교 이상의 학력을 가지고, 중산층에서 친환경 구매행동의 지각수준이 높으며, 실제 구매행동으로 이어질 확률도 높다.

한국 여성의 명품 구매행동을 설명하는 통합 모형

박희랑,한덕웅 한국소비자·광고심리학회 2006 한국심리학회지 소비자·광고 Vol.7 No.2

한국 여성들의 명품 구매의도와 구매행동을 설명하기 위하여 행동을 설명하는 국내외 최근 연구들(참조: 한덕웅, 2005)을 토대로 한국 여성의 명품 구매행동을 설명하는데 모형을 제안하고, 조사연구를 통해서 타당성이 높은 통합모형을 제안하였다. 특히 조사연구를 통해서 여성 명품 구매의도를 결정하는 요인들과 아울러 명품의 구매를 실행하는데 기여하는 심리요인들을 함께 반영하여 명품의 구매행동에 대한 태도, 명품의 구매에 대한 주관적 규범, 명품 구매 행동의 통제력 지각, 과거 명품의 구매행동, 명품을 구매하지 않아야 한다고 생각하는 당위성, 명품 구매의 행동의도, 명품 구매에 관한 자기주의, 그리고 명품구매의 시도를 중심으로 명품의 구매행동을 설명하는 통합모형을 제시하였다. The purpose of this study was to find psychological factors that influence on Korean women's purchasing behavior of luxury brands based on the recent domestic and foreign research trends(ref., Doug-Woong Hahn, 2005) to explain Korean women's purchasing behavior of luxury brands. Specifically, the present study was performed through survey research found out the important factors of explaining purchasing behaviors of luxury brands and proposed an integrated model of Korean women's purchasing behavior of luxury brands including the intention of purchasing luxury brands and purchasing behavior.

여대생의 퍼스널컬러 인식이 색조 화장품 구매행동 및 외모관리행동에 미치는 영향

김수경,윤미영,김선형 한국미용학회 2023 한국미용학회지 Vol.29 No.4

This study was conducted to analyze the effect of female college students' personal color perception on color cosmetics purchasing behavior and appearance management behavior. Results of the study The results of analyzing the correlation between personal color recognition, color cosmetics purchasing behavior, and appearance management behavior showed that direct recognition, preference recognition, and external advice by sub-factors of color cosmetics purchasing behavior showed preference, fashion, There was a statistically significant positive (+) correlation with skin and recommendation (p<.001), and statistically significant correlations were also found with pursuit of satisfaction, pursuit of fashion, pursuit of function, and pursuit of social achievement by sub-factors of appearance management behavior. There was a positive (+) correlation (p<.001). In addition, preference, fashion, skin, and recommendation by subfactors of color cosmetics purchasing behavior were found to have a statistically significant positive (+) correlation with the pursuit of satisfaction, pursuit of fashion, pursuit of function, and pursuit of social achievement by sub-factors of appearance management behavior. appeared (p<.001). As a result of analyzing the effect of female college students' personal color perception on color cosmetics purchasing behavior, skin had the greatest influence on color cosmetics purchasing behavior, followed by preference and recommendation. As a result of analyzing the effect of female college students' personal color recognition on appearance management behavior, satisfaction pursuit had the greatest influence on appearance management behavior, followed by function pursuit, social achievement pursuit, and fashion pursuit. If you apply personal color correctly, it is judged that you can expect to create a look that suits the individual and increase the image.

생활체육 참가자의 감각추구성향과 스포츠용품 구매행동 연구

조현익,소영호 한국체육과학회 2007 한국체육과학회지 Vol.16 No.2

This study aimed to examine sensation seeking and purchasing behavior of sporting goods. Data were collected from the 330 sports participants and analyzed by the t-test, one-way ANOVA, correlation analysis, and multiple regression analysis through SPSSWIN Ver 12.0. Results of this study were summarized as followings. First, gender and income level and no significant difference on purchasing behavior of sporting goods. However, age and scholastic ability showed significant difference on purchasing behavior depending on both advertising and dignity purchasing. Second, thrill seeking and experience seeking tendency influenced positively(+) but boredom susceptibility seeking tendency influenced negatively(-) on rational purchasing behavior. Third, boredom susceptibility influenced positively(+) on conspicuous consumption. Fourth, boredom susceptibility influenced positively(+) but experience seeking influenced negatively(-) on advertising dependant purchasing behavior. Fifth, boredom susceptibility and disinhibition seeking influenced positively(+) but experience seeking influenced negatively(-) on dignity purchasing behavior. Sixth, boredom susceptibility and disinhibition influenced positively(+) on impulsive purchasing behavior. Seventh, thrill seeking and boredom susceptibility influenced positively(+) on conformity purchasing behavior. These results were discussed based on the previous and practical studies related to sensation seeking and purchasing behavior.

FACTORS INFLUENCEING CHINESE CONSUMERS’ GREEN PURCHASE BEHAVIOR: AN EXAMINATION AND EXTENSION OF THEORY OF PLANNED BEHAVIOR (TPB)

Matthew Tingchi Liu,Di Liu, Sunny 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction With awareness of the importance of environmental protection, encouragement of green consumption has been an important part of the Chinese government's efforts to promote sustainable development. Green consumption is similar to the concept of environmental responsible consumption, which refers to individual’s behavior with a consideration of the environmental impacts in the process of purchasing, using and disposing of various products, or use of various green services (Stern, 1999). Previous studies tried to predict pro-environmental behavior with social-psychological factors, such as values, attitudes and beliefs. However, researches about the relationship between environmental attitudes and behaviors do not produce consistent results. Some prove that they are positive related, and others argue that their relationship is very weak. Studies have testified that lots of consumers declare that they concern about the environmental situation, but hesitate to pay for green products due to this affect (Chang, 2011). Advancing knowledge about the motivations and obstacles that shape intention and behavior of green consumption is important. The theory of planned behavior (TPB) (Ajzen, 1991) is appropriate as an initial framework for studies investigating consumers’ pro-environmental behaviors. With the inclusion of a new construct perceived behavioral control, the explanatory ability of this model is strengthened. However, simple adoption of this model does not give us deep insight into consumers’ behavior. Later studies apply TPB in different contexts (e.g. Paul, Modi, Patel, 2016; Mancha & Yoder, 2015; Han, Hsu, Sheu, 2011). The mechanism of how attitude, norms and perception of behavioral control are formed may differ in different circumstances, which is still under research especially in China. The purpose of this paper is to (a) identify applicability of TPB model in predicting green purchasing intention and behavior in China and capture which factor including attitude, perceived behavioral control and norm is the most influential determinant; (b) to examine the most useful psychological and situational antecedents, which indirect influence consumers’ green purchase behavior through the factors in TPB framework. Literature Review and Hypothesis Development Green products refer to those produced with consideration of less harm to the ecological environment such as air, water and land. Green purchase behavior should be considered as a typical socially conscious behavior that is different from other types of consumer behaviors, which can deliver instant personal gain and gratification (Kim & Choi, 2005). Most of the time, pro-environmental purchasing is future-oriented and benefits society as a whole (Author, Mccarty, & Shrum, 2001). Previous research models seek to explain green purchase behavior from two aspects of causal factors. Some emphasize intra-personal determinants from within and others may stress that from outside. However, a single consideration of any one set of these factors will weaken the interpretation of consumers’ green consumer behavior. The research model of this study is based on the most influential TPB framework. Some significant psychological and situational factors are integrated into the framework with the purpose of further understanding Chinese consumers’ purchase behavior. Theory of planned behavior According to the TPB model, individual’s decision making is oriented by a rational evaluation of behavioral consequences (Bamberg & Moer, 2007). The intention to perform a behavior, is considered as the central factor in the TPB model (Tarkiainen & Sundqvist, 2005). Attitude toward the behavior, subjective norm about the behavior, and perceived behavioral control regarding the performance of the behavior are three principal factors that determine behavioral intention. H1: Intention to buy green product has a positive relationship with the green purchase behavior. Attitude refers to individuals' beliefs about the outcomes of the behavior together with an evaluation of the importance of these outcomes. Consumers who feel positive toward green products and have agreement on their environmental goodness will most likely to consider buying products with pro-ecological features. H2a: Attitude toward buying green product is positively associated with the intention to perform green purchase behavior. Subjective norm refers to the responses of important reference group (e.g. family members, close friends) to a particular behavior. Some scholars argue that “subjective norm” is the weakest component in the TPB model when predicting behavioral intentions due to its feature of both self and social interest (Armitage & Conner, 2001; Bagozzi et al., 2000). In this study, “moral norm” instead of “subjective norm” is proposed as a direct predictor of intention toward green purchasing. Moral norm indicates individual’s perception that whether performing a certain behavior is morally correct or not (Ajzen, 1991). H2b: Moral norm regarding buying green product is positively associated with the intention to perform green purchase behavior. Perceived behavioral control is an individual’s perception about if performing a particular behavior is easy or difficult. People tend to be more involved in behaviors that are considered to be easier to realize than what they think is difficult and have less control (Bamberg & Moer, 2007). H2c: PBC of buying green product is positively associated with the intention to perform green purchase behavior. Psychological antecedents of attitude Environmental concern indicates consumers' awareness about environmental issues and people’s worry that the human intervention will have threat to the environment (Kim & Choi, 2005). Literatures reveal an indirect relationship between ecological affect and actual behavior. Bang et al. (2000) concludes that environmental concern has indirect effect on purchase intention through the influence of consumer’s attitude toward paying a premium for renewable energy. The emotional responses to ecological problems help consumers to create a positive attitude toward green purchase behavior. H3a: Environmental concern is positively associated with the attitude toward green purchase behavior. Environmental knowledge represents consumers’ understanding of the environmental conditions, as well as fundamental factors that contribute to environmental change and crucial ecological effects (Pagiaslis & Krontalis, 2014). Knowledge has impact for individual’s cognitive processing. Zhao et al. (2014) confirms knowledge as one of the factors that form people’s attitudes toward environment-friendly behavior. Compared with less knowledgeable consumers, those who have more environmental knowledge incline to be more concerned about the environment, which in turn leads consumers to take attention to products’ ecological features while purchasing (Kim, Park, & Schwarz, 2010). H3b: Perceived environmental knowledge is positively associated with attitude toward green purchase behavior. In the pro-environmental behavior domain, PCE indicates to what extent consumers feel that every single person can contribute to solve environmental problems through their own efforts and their everyday purchase behavior (Straughan & Roberts, 1999).With the absence of belief that individual’s actions have observable outcome in making different solution to a problem, people will hesitate to take into action. Kim and Choi (2005) conclude that PCE has indirect effect on green purchasing through the role of ecological sensitive attitudes. H3c: PCE is positively associated with attitude toward green purchase behavior. Moral norm and subjective norm Bamberg and Moer (2007) suggest that people make use of subjective norms to determine whether a specific behavioral choice is easy to perform or whether it is beneficial. The opinions from “important others” deliver the standards for people to conform when they encounter the same situation. That is, the views about what is right or wrong from reference group will be absorbed and transformed as one’s personal moral norms (Bamberg & Moer, 2007). H4: Subjective norm is positively associated with moral norm regarding green purchase behavior. Situational factors influencing PBC Perceived availability indicates if consumers feel they can easily obtain or consume a certain product. If green products are not easy available, most consumers will not spend too much time and effort for searching. The limited availability and inconvenience in obtaining products is bound to hamper green products purchasing (Vermeir & Verbeke, 2006). H5a: Perceived availability of green product is positively associated with PBC regarding green purchase behavior. Perceived price is one of the most important factors that have impact on consumers’ decision-making of green consumption (Osterhus, 1997). Green products are generally priced higher than conventional products. However Chinese consumers who would like to pay a large premium are still in the minority. The perceived high price is a barrier that influences consumers’ perceived capability over green purchase behavior. H5b: Perceived price of green product is negatively associated with PBC regarding green purchase behavior. Information has an impact on individual’s cognitive process. It is an influential factor that leads consumer behavior change (Bator & Cialdini, 2000). Atkinson and Rosenthal confirm that eco-labels have effects on consumer’s trust and purchase intention. If consumers feel hard to recognize eco-labels and cannot understand their difference with regular ones, their perception of control will be highly influenced and the green purchase may be hindered. H5c: Perception of information provided by eco-label is positively associated with PBC regarding green purchase behavior. Methodology This research adopted the survey approach for data collection. A questionnaire that consisted of 46 items was designed according to relevant previous studies. All the items in the questionnaire use five-point Likert scale, which ranging from “strongly disagree” (1) to “strongly agree” (5). The target group of this study was consumer who is over 18 years old in the urban areas of Mainland China. An online survey was conducted for collecting data in the mid-October, 2017 and 500 samples were collected totally. After removing the disqualified questionnaires, 485 questionnaires were identified as eligible for further analysis. To testify the proposed hypotheses, the simple and multiple linear regression analyses using IBM SPSS Statistics was primarily adopted in the study. Meanwhile, the structural equation modeling (SEM) was also conducted as an alternative approach to examine the arguments. Results Firstly, the theory of planned behavior suggested by Ajzen (1991) was proved to be applicable in the green purchasing circumstance. Attitude was identified to play the most significant role in predicting the intention. The construct “moral norm” was resulted to be more predictable for green purchase intention compared with the original “subjective norm”. It indicates that in certain contexts, personal feeling of moral obligation or responsibility is more crucial and direct reason for consumer conducting ethical behaviors. Perceived behavioral control was testified as the third prediction of purchase intention. The proportion of variance explained (R2=0.546) for intention was even better compared with previous studies, which claimed that the three determinants account for between 40% and 50% of the variance in intention (Ajzen, 1991; Amireault et al., 2008; Conner & Armitage, 1998). This model revealed consumers’ mental development of their purchase intention before enacting the buying behavior. Secondly, the results testify that PCE plays as the central role in predicting attitude. Respondents who believe that their consumptions can help to reduce environmental deterioration will be much likely to hold positive attitudes toward green purchasing. Environmental concern and perceived knowledge have a considerable, but only indirect impact on consumers’ attitude. Implications for practice The results of this study suggest that consumers’ intentions to buy green products are directly predicted by attitude, moral norm and their perceived behavioral control. Firstly, enterprises in the green market need to adopt effective communication strategy to inform consumers about the advantages of environmentally friendly products in order to help consumers to develop a positive attitude to pro-environmental products. Moreover, due to the significant effect of PCE on consumer attitude, it's necessary for the government to quantify the effect of green consumption by real cases and data, so that people can perceive the effectiveness of green buying behavior in a more intuitive way. Meanwhile, companies should take more emphasis on consumer’s ability to solve the problem in a positive manner in marketing communications. Secondly, personal moral norm is also found to have direct effects on purchase green products. Thus, normative appeal is needed for creating consumers' emotional connection and should be presented in the promotion programs to stimulate green consumption. Thirdly, this study reveals that the availability is the main factor that affects consumers’ perceived behavioral control over green purchasing.