Abstract—Rise of green consumption results from the change in consumers’ purchase behavior in response to the deterioration of environmental resources, where they seek products and services that cause the least harm to the environment. It involves not only meeting consumer needs but also the consumption of products and services to further the protection of the environmental resources. This study aims to understand the green consumption views and practices of college students, as they are one of the important factors of China's future development. Further, it aims to improve the college students’ overall quality of environmental protection. The green consumption behavior of the college students was investigated by using the Theory of Planned Behavior (TPB), which include four aspects; that is, green consumption attitude, subjective norms of green consumption, perception of green consumption behavior, and green consumption behavior. The results showed that the intentions of green consumption to college students were predicted by green attitude, green subjective norms, and green perceived behavioral control. In addition, behavioral intentions were to found to have a significant and positive relationship with actual behavior.

Index Terms—Green consumption, college student, relationship quality, theory of planned behavior.

Chih-Hsuan Huang, Hong Jin, Meng-Chen Lin, and Yu-Ping Wu are with School of Business Administration, Hubei University of Economics, No.8, Yanghu Avenue, Canglongdao Development Zone, Jiangxia District, Wuhan, Hubeie, China (email: Lisat23@163.com).
Yi-Chun Huang is with Department of Business Administration, National Kaohsiung University of Applied Sciences, No. 415, Chien-Kung Rd., Kaohsiung City, Taiwan.
Li Lee is with School of Management, Wuhan Institute of Bioengineering, No.1, Hanshi Road, Yangluo Development Zone, Wuhan, Hubei, China.

Cite: Chih-Hsuan Huang1, Yi-Chun Huang, Hong Jin, Meng-Chen Lin, Yu-Ping Wu, Li Lee, "An Investigation of College Students' Green Consumption Behavior in China," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 7, no. 4, pp. 280-286, 2017.