The Research On Ethical Consumption Behavior Intention Of College Students Based On The Theory Of Planned Behavior

With the rapid development of global economy,a series of worrying problems such as the environment pollution, sweatshops,energy crisis win more and more attention. Companies start to take the initiative to assume social responsibility, reducing the production and business operation activities which have adverse impact on the environment,and supporting business which good for environment,society or individuals who in need of help.Consumers realize the importance of their consumption choices and break the traditional hypothesis of "rational man",using their "consumer votes" to perform their responsibility to the whole society.Under the background, this paper discuss factors affecting the intention of ethical consumption and explore the effective way to guide people’s consumption toward to ethical consumption. It is expected that not only brings supplement and innovation to theoretical research of the ethical consumption and consumer behavior research, but also speed up the formation of ethical consumption in college students, guide enterprises to grasp the ethical demand of consumers and then make the precision ethical marketing strategy.In the study of consumer behavior, the behavior of intention was unanimously identified as prediction variables.Theory of Planned behavior is one of the most powerful model applied to research on behavior intentions. Based on the review of domestic and foreign literature on ethical consumption and theory of Planned behavior,This paper constructed a model of ethical consumption intention,putting demographic characteristics, ethical consumption attitude, subjective norm, perceived behavior control and ethical responsibility as the front variable to explore the influence factors of ethical consumption intention.Then,we analyzed the data collected from college students in Hunan through questionnaire survey and inspected the theoretical model strictly using the SPSS20.0 and AMOS21.0.The results show that the ethical consumption intention of college students are relatively high.The respondents have different intention and attitude toward various ethical items.Among the factors influencing ethical consumption intention, ethical attitudes, subjective norms and ethical responsibility have a significant positive influence on ethical consumption intention,while the perceived behavior control have no significant impact.In addition,The ethical responsibility and subjective norm influence ethical consumption with ethical attitudes work as intermediary variable.For the demographic characteristics in research,sex is the only one factor that have influence on ethical consumption intention.Other demographic characteristics such as academy, professional and monthly consumption show no differences on ethical consumption intention.Finally,based on the consideration of all above and the status analysis for ethical consumption of college students in Hunan,this paper discussed the positive role in the implementation of ethical marketing and promotion of ethical consumption from the enterprise,government and NGO institution level.