Green Consumption Behaviors of Students : Confirmatory Factor Analysis

Abstract

The present work investigated the concept of green consumption, which is a form of sustainable consumer behavior that entails selective purchasing and use of environmentally friendly and sustainable products such as renewable energy and organic products. Focus was given to the development of measures to evaluate green consumption along with the investigation of factors related to green consumption behavior and the relationships between the factors. The population of the study consisted of 1,200 undergraduate
university students enrolled within Thailand’s Office of Higher Education Commission (OEHC) system in 2014, which were selected by using multistage random sampling. The research instrument was a green consumption behavior questionnaire with the index of discrimination ranging between 0.31-0.68 and having a reliability of 0.88. A second-order Confirmatory Factor Analysis using LISREL 9.10 was undertaken on four factors indicating green consumption behavior including discriminate purchasing, selective usage, waste reduction as well as dissemination and participation. The developed model fitted with the empirical data with non-significant χ2, p=0.081, RMSEA=0.044, GIF=0.968, AGFI=0.912, ECVI < ECVI for Saturated Model, Model ACI < Saturated ACI, NFI=0.990, FI=0.997, RMR=0.011 and SRMR=0.031.