Determinants of Consumer Environment Boycott Behavior: Based on the Theory of Planned Behavior

摘要

This paper aims to study on the basis of previous literature and uses the theory of planned behavior to understand and predict consumers' environment boycott behavior from green consumption perspective. This paper adopts empirical research method and finds that consumers sense of environment protection, subjective norms and perceived behavioral control have significantly positive effects on making green purchase decisions and taking boycott behavior intention into action, while consumers' perceived cost have significantly negative effects on the intention of boycott behavior. This research is also a creative application of the theory of planned behavior.