Effect of Green Consumption Perception Degree on Relationship Model of Green Consumption Behavior

Consumption behavior significantly influences environment; thus, in order to avoid the harm of consumption behavior on environment, consumers must pay attention to green consumption behavior in order to contribute themselves. This study aims to probe into difference of groups of different green consumption perception regarding relationship model of green consumption perceived benefit, perceived risk, subjective norm, perceived control, perceived value, behavior intention and actual behavior. After retrieving 626 valid questionnaires, the researcher divided consumers into groups of medium and high green consumption perception. By comparison, the researcher realized that groups of different green consumption perception degrees have significant difference on effect of two relationship paths. The effect of green consumption subjective norm of group of high green consumption perception on behavior intention and actual behavior is significantly higher than group of medium green consumption perception. In addition, green consumption perceived risk of group of high green consumption perception significantly and negatively influences perceived value. Perceived control significantly and positively influences behavior intention. However, group of medium green consumption perception does not have significant effect on the two paths. On the contrary, green consumption perceived risk of group of medium green consumption perception significantly and negatively influences behavior intention. Group of high green consumption perception does not have significant effect on the path.