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Exploring online green behavior among college students in Taiwan: A moderated mediation model of perceived compatibility

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Abstract

Although there are many studies related to offline green behavior, limited efforts have been devoted to investigating key elements that would lead to better online green behavior. Accordingly, the primary purpose of this study is not only to examine the key elements that could result in better online green behavior, but also to investigate the moderating role of perceived compatibility in green continuance intention. 553 college students from different universities took part in this study. The partial least squares structural equation modelling (PLS-SEM) technique and SPSS PROCESS (model 7) were utilized not only to probe into the key factors that would lead to better green continuance intention, but also to examine the moderating impact of perceived compatibility on green continuance intention. The study findings have revealed that subjective norm, perceived usefulness, and green product satisfaction would be positively linked to green continuance intention. Additionally, it has been found that environmental awareness and personal innovativeness have a positive impact on perceived usefulness. Finally, the study findings have shown that perceived compatibility would play a moderating role in reinforcing the relationship between perceived usefulness and green product satisfaction.

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  1. National Chung Hsing University, Taichung, Taiwan

    Rui-Ting Huang & Chung-Long Yu

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Huang, RT., Yu, CL. Exploring online green behavior among college students in Taiwan: A moderated mediation model of perceived compatibility. Multimed Tools Appl 81, 421–436 (2022). https://doi.org/10.1007/s11042-021-11526-3

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  • DOI: https://doi.org/10.1007/s11042-021-11526-3

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