| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 98 === Green consumerism has always been an appealing topic to explore, especially
viewed from the consumer behavior perspective. A consumer‘s behavior is preceded
by its intention to perform such behavior, thus analyzing one‘s intention could give a
picture of one‘s performing of behavior. The Theory of Planned Behavior is employed
in this research to assess such consumer‘s behavioral intention to use environmentally
friendly or ‗green‘ products. Two additional constructs, self-identity and product
expectations, are also examined as having an influence on behavioral intention. Using
these variables, a research framework was developed and empirically examined.
Respondents were made of consumers in Indonesia, with three hundred and fifteen
participating in the survey. Analysis was done using structural equation modeling, with
reliability tests employing the confirmatory factor analysis method. The results
generally supported the model and suggested hypotheses. Perceived behavioral control
and product expectations were found to have a more significant influence on
behavioral intention than attitude toward behavior, subjective norms, and self-identity.
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