Evolution, Application, and Prospects of the Theory of Planned Behavior: A Case Study of Consumers' Green Consumption Behavior

Yingying  Zhang; Ning  Guo

doi:10.54691/2kw16e15

Authors

Yingying Zhang
Ning Guo

DOI:

https://doi.org/10.54691/2kw16e15

Keywords:

Theory of Planned Behavior; green consumption; attitude–behavior gap; theoretical evolution.

Abstract

Against the backdrop of the "dual carbon" goals and green development, the Theory of Planned Behavior (TPB) has emerged as a core framework for analyzing consumers' green consumption behavior. This paper systematically traces the evolutionary trajectory of TPB, from its origins and international development to its localization and application in China. Its core constructs—attitude, subjective norm, and perceived behavioral control—influence green consumption behavior through behavioral intention. The theory has been integrated with other models, such as the Norm Activation Model, and has undergone significant localization. Current research faces challenges including theoretical stagnation, methodological limitations, insufficient exploration of the intention-behavior translation mechanism, and a lack of heterogeneity analysis. Future research should focus on strengthening theoretical synthesis with local contexts, promoting dynamic and diversified methodological approaches, and delving deeper into the behavioral translation mechanisms and heterogeneity to provide theoretical support and practical guidance for cultivating green consumption behavior.

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