The Study On The Intention Of Consumers’ Social Responsibility Behavior

Since the reform and opening up, China has a great development in the political,cultural and economic fields.With the highly developed society and the rapid development of economy, the extensive mode of consumption gradually has come into our lives. The extensive economic growth mode and consumption patterns has caused a lot of resources,environment and ecological problems, such as environmental pollution, shortage of resources, ecological destruction. Moreover, with the development of economy and improvement of people’s income level, conspicuous consumption and irrational consumption have also emerged. The unreasonable consumption behavior also have a negative impact to social development and ecological environment. Therefore, the responsible consumption based on ecological and social problems has become an important content of building a harmonious society in China.It has been 40 years since social responsibility consumption is rising. There are a lot of achievements in various fields studied by Western scholars. The results of these studies mainly focus on the analysis of the definition of the concept and scale and influencing factors. Research on social responsibility behavior is relatively backward in our country.The research on social responsibility of consumption is also more than a single point of view, such as the green consumption, sustainable consumption and ecological consumption. Study on compound angles is mostly from the aspects of literature and scale of development. Research on social responsibility consumption and its influencing factors is less. This paper will makes an empirical study on the impact of the various dimensions of consumer social responsibility consumer intention one the theory of planned behavior.The specific contents are as follows:First, according to the purpose and significance of this study, we have done a review of the social responsibility of consumption related to the realistic and theoretical background. Second, review the relevant content of the theory used in this study-- the theory of planned behavior, and the consumer social responsibility intention definition,measurement and impact factors of the review and the reorganization. Third, based on the theory of planned behavior, construct the theoretical framework, explain the framework,and put forward the hypothesis of the study. Fourth, define the variables in the research framework and inspect the data. The results show that, the reliability of the questionnaire data is very high, all the problems are basically passed the test. Fifth, through the structural equation model, we have done a empirical analysis the results of the survey sample :(1) individuals positive attitude、 external norms、 self-efficacy and perceived barriers will have an impact on the ecological consumption intention、 supervision and rights intention and good cause consumption intention,among them, perceived barriers have negative effect on social responsibility consumer intention, and among all the mentioned factors, the individuals positive attitude have the most influence on the social responsibility consumer intention;(2)social positive attitude will have a positive impact on the ecological consumption intention, and will not have impact on the supervision and rights intention and good cause consumption intention;(3)internal norms will have a positive impact on the supervision and rights intention and good cause consumption intention, and will not have impact on the ecological consumption intention. Sixth, put forward relevant policy suggestions according to the empirical results of this study.