Abstract

We conducted a consumer survey and used SPSS to examine the effects among technology acceptance model, theory of planned behavior, conformity and government low-carbon policies. The results of this study show that: 1. perceived usefulness and perceived ease-of-use have a significant and positive impact on green behavior attitude; green behavior attitude, green perceived behavior control, green subjective norms, and government low-carbon policies all have a significant and positive impact on green behavioral intention, and green behavioral intention also has a significant and positive impact on green consumption behavior. 2. The normative and informational influences in conformity both have a significant and positive impact on green subjective norms, with normative influence exerting a greater impact. 3. On average, female consumers expressed a significantly higher agreement than male consumers with regard to the technology acceptance model, the theory of planned behavior, and conformity, and married consumers expressed a higher agreement than single and divorced consumers with regard to the technology acceptance model. The above results could provide companies with reference for development and business strategies involving sustainable displays.

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