Author(s)

Chuyi Lin ¹

Affiliation(s)

¹ Shenzhen Tourism College, Jinan University, Shenzhen, China

Corresponding Author

Chuyi Lin

ABSTRACT

Green consumption is gradually becoming one of the key concerns in the world. In order to explore the green consumption intention of university students in the Guangdong-Hong Kong-Macau Greater Bay Area, this study is based on the theory of planned behavior (TPB) to explore the influence of environmental values, subjective norms, perceived behavioral control. Questionnaires and regression analyses were used to analyze 628 samples. The results showed that altruistic values, ecological values, Altruistic values, ecological values, norm of the nation, norm of university, price reasonableness, choice diversity, habits, and purchasing power all positively influence green consumption intentions, and egoistic values negatively influenced, while norm of family and friends do not have a significant effect on green consumption intentions. The findings of this study contribute to guiding university students' green consumption concepts, promoting green ideas and green lifestyles, and facilitating green development in the Guangdong-Hong Kong-Macao Greater Bay Area.

KEYWORDS

The guangdong-hong kong-macao greater bay area, University student, Green consumption intention, Theory of planned behavior

CITE THIS PAPER

Chuyi Lin, Study on Green Consumption Intention of University Students in the Guangdong-Hong Kong-Macao Greater Bay Area. Applied & Educational Psychology (2022) Vol. 3: 56-64. DOI: http://dx.doi.org/10.23977/appep.2022.030108.

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