2.3.2. Subjective Norm (SN)

The TPB model's second determinant of behavior is SN [22]. It is defined as the perceived social pressure to perform or not to perform the behavior [46]. The purpose of this factor is to analyze the role of social pressure on an individual's decision to behave in a particular way, including the subject's specific perception of this passively imposed public opinion pressure and the subjective willingness to conform to this public opinion expectation [47,48]. Norm activation theory (NAT) has been applied to explain SCB, arguing that the direct antecedent of individuals' implementation of SCB is subjective norms [49–51]. A series of studies by social psychologists such as Schultz [52], Nolan [53] and Goldstein [54] have shown that individuals engage in SCB significantly more often when they are told that the vast majority of people or their surrounding neighbors are engaging in similar behaviors than when the benefits of environmental protection are simply promoted. Based on the above discussion, the following hypotheses have been postulated:

**H2a.** *SN is positively related to green purchase behavior (PUR).*

**H2b.** *SN is positively related to green transportation behavior (TRAN).*

**H2c.** *SN is positively related to recycling and resource conservation behavior (REC).*

#### 2.3.3. Perceived Behavioral Control (PBC)

PBC reflects the role of past experiences and expected hindrances in influencing individuals' specific behavioral decisions [22]. Hines et al. [41] used meta-analysis to synthesize previous research on SCB and indicated that consumers who have PBC believe that they can influence the environment and are more inclined to adopt SCB.

PBC can be divided into two components: self-efficacy [55] and perceived controllability [56]. The former refers to the conviction that one could successfully perform a specific behavior based on the consumer's perceived effectiveness and knowledge of SCB. The latter is the individual's assessment of the impact of these factors in facilitating or hindering

specific behaviors [22]. Higher perceived behavioral controllability promotes SCB based on a survey of 626 consumers [57]. The findings of Kim et al. using structural model equations suggest that the higher the perceived behavioral controllability of consumers, the higher the likelihood of actually engaging in SCB [58]. Based on the above discussion, the following hypotheses have been postulated:

**H3a.** *PBC is positively related to green purchase behavior (PUR).*

**H3b.** *PBC is positively related to green transportation behavior (TRAN).*

**H3c.** *PBC is positively related to recycling and resource conservation behavior (REC).*
