From Green Consumption Intention to Actual Behavior: An Integrated Framework Based on the Theory of Planned Behavior, Moral Norms and Digital Empowerment
DOI:
https://doi.org/10.54097/t8s5ch29Keywords:
Green Consumption, Theory Of Planned Behavior, Intention-Behavior Gap, Moral Norm, Digital Empowerment, Personal Carbon AccountAbstract
Green consumption is critical for sustainable development and China’s “dual carbon” goals. The Theory of Planned Behavior (TPB) explains green intentions well, yet many consumers with positive attitudes and strong intentions still fail to act—a gap this study addresses. We propose an integrated framework combining TPB, the Norm Activation Model, habit theory, and digital empowerment. In it, green intention is shaped by behavioral attitude, subjective norms, and perceived behavioral control, while moral norms and environmental responsibility reinforce internal motivation. Digital tools—personal carbon accounts, eco-labels, platform feedback, and social media—enhance perceived control and lower barriers. Habit formation and implementation planning further facilitate converting intention into stable behavior. This work shifts focus from intention formation to intention-behavior conversion and incorporates digital governance into green behavior research. Practical implications are offered for policy design, green marketing, and platform-based carbon governance.
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