The Research On The Impact Of Perceived Behavioral Control On The Sustainable Consumer Behavior

The concept of sustainable consumption has already reached the hearts of people recently. However, as a result of practical difficulties, there is no sustainable consumer behavior in fact. As a result, the theorists should start the studies, which in fact very rarely seen in domestic and abroad, not only on the factors lead to consumer behavior difficulties in the implementation of sustainable consumption that is the perceived behavioral control (PBC), but also the factors how to change perceived behavior difficulties. Based on this, we have conducted a systemic study on the factors caused perceived behavioral control changing and the influences to sustainable consumer behavior from perceived behavioral control under behavioral intervention with the studies of literatures both domestic and abroad.First, based on specific acts of qualitative researches of the salient control beliefs of goal behavior, we built the conceptual model with the retrospect and filtration to sustainable consumer behavior and the theory of planned behavior others related, as well. Making the attitude toward the behavior and subject norm as control variables, through manipulating variables of information types and transmission, changing the two salient control beliefs of behavior concept and knowledge, causing the changing of perceived behavioral control, so as to know the influences of behavioral intention and actual behavior caused by perceived behavioral control before and after behavioral intervention.Based on the model, taking the re-use water as an example, we conducted the empirical study on experiments. The study showed that: (1) in comparison to the behavior concept, behavior knowledge was more easily lead to changes in perceived behavioral control; (2) effects of changing the perceived behavioral control from the positive behavior knowledge transferred by social comparison was more strongly compared to the negative behavior concept; (3) perceived behavioral control had a direct and independent positive effects on behavioral intention and positive effects to actual behavior in both direct and indirect ways, which indirectly with behavioral intention as an intermediary variable.Finally, with the study results, we gave out the policy recommendations on changing the no-sustainable consumer behavior and then pointed out the limitations of this study and future research directions, as well.