Abstract
The concepts of green consumption have been accepted all around the world in recent years. They also draw a lot of attention from Taiwan government and local environmental groups. The purposes of this study were to understand the knowledge, attitude, and behavioral intention of green consumption of junior high students in Taipei and to discuss the correlations among these factors. The sample of this study were 7th 8th and 9th grade students in a junior high school in Taipei. Five classes in each grade were randomly selected from the junior high school. Each student was asked to complete a structured questionnaire. A total 506 questionnaires were collected. The results of this study showed that attitudes toward green consumption, family social economic level, and student age could effectively predict behavioral intention (R 2 = .495). Among these factors, attitude toward green consumption influenced the behavioral intention most, followed by family social economic level. Students with higher knowledge and more positive attitude toward green consumption, with higher family social economic level, more environmental information and environmental activities performed with stronger behavioral intention in green consumption. The implications of this study include that a lack of concepts of waste reduction is what students needed to improve most. It is necessary to strengthen environmental education in junior high schools to promote green consumption in teenagers.
| Keywords: | 4R principle of green consumption; behavioral intention of green consumption; junior high students |
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