The Behavior Study On The Implementation Conduted By Pallets Manufacturers, Which Baised On The Theory Of Planned Behavior

The wooden pallets production accounts for around 80 percent of total pallets production, which has occupied dominance in Chinese tray industry. However, the application and production of the disposable wooden pallets is non-standardized, and the use of the disposable wooden pallets resulted in wasting the resources of forest badly. Therefore, there is only one way to realize sustainable development, which advocating the re-use of standardized non-disposable tray to handle the shortage of wood and protect the ecological environment.The wooden tray manufacturers choose production standard voluntarily due to optional standard of wooden tray in china, which led to the slow development of standardized tray. Consequently, it has an important practical meaning to promote the process of standardized tray pallets via deepening the study on the manufacturers with the realization of wooden pallets standards, mechanism of manufacturers which voluntary took the mentioned standards and the factors of production standards. In addition, current studies on standards of tray production were short of in terms of behavior and factors of implement standards.The main contents of this research as follows:1. The mechanism analysis of standards implementation conducted by wooden pallets manufacturers.This research studies on the voluntary standards implementation of wooden pallets manufacturers as the driving factors. Based on the theory of Planned Behavior, the enterprises of wooden pallets adopted standards of conduct as a result of the factors about behavior attitude, subjective norm and perceived behavior. These three variables affect their willingness to adopt standards, and then determine standards adopted to produce behavior. Based on this, this research proposed hypothesis and theoretical framework.2. An Empirical Analysis of the factors of standards implementation conducted by wooden pallets manufacturers voluntarily.Based on the theoretical analysis, this paper applied Principal Component Analysis (one way of statistical methods) to describe basic situation of wooden tray enterprises, production of wooden tray and standardized cognition, as well as Structural Equation Model to examine hypotheses through relevant information and data got from questionnaires asked by wooden pallets enterprises in Fujian province.The information from questionnaires found that the standardized production of wooden pallets manufacturer has not yet become conscious choice, the yield of non-standard wooden pallet production is much higher than the standard one. Wooden pallets market has characteristics of buyer’s market, the main reason for the production of non-standard wooden pallets pallet is customer demand.Structural equation modeling analysis showed that in addition to the mandatory norms dimension voluntary standards implementation exogenous attitude, attitude and behavior and subjective norms influence willingness to voluntary standards implementation is not significant, the other path coefficients were significant level.The coefficient of the willingness of implement standard infected by endogenous attitude dimension of voluntary implement standard behavior, dimension of subjective norms, self-efficacy dimension of perceived behavioral management and of control force. Their standardized path coefficients, respectively, are 0.35 (t=6.65),0.19 (t=3.34),0.26 (t=3.36),0.36 (t=4.90). (t means significant level); the Standardized path coefficient of implement standard from behavioral intention is 0.83 (t=15.80), that is significant. It demonstrates that the public, wooden pallets markets and government are lack of the cognition of importance and necessity stemmed from standardized wooden pallets. At the same time, government departments haven’t legislated relevant policies and institutional which could incent tray manufacturers to take implementation of product standards.On the basis of the empirical research, it is high time to strengthen enforcement of standardized production by government, unify standards strictly; enhance propaganda work and the cognition of the importance of standardization in the area of wooden pallets product, through intensify publicity; guide the standardization of production via giving more supports.