Global climate change arouses people’s attention to environmental protection and, therefore, changes consumption habits. Food overconsumption not only produces extra waste but also pollutes the environment. Therefore, it is important to understand the factors that motivate people to eat green, an eco-friendly way to consume food. To keep the body in good shape, the fitnessers concern more about diet than the general people. This study explored intrinsic motivations, such as social recognition, environmental ethics, curiosity, joy of purchase, perceived usefulness, subjective (...) norm, and perceived behavior control as constructs that affect fitnesser’s green eating intention. All constructs except curiosity have significant impacts on behavior intention. The results demonstrate that social recognition and environmental ethics have significant effects on curiosity, joy of purchase, perceived usefulness, subjective norm, and perceived behavior control. The mediation effects between social recognition and behavior intention are not supported. The mediators between environmental ethics and behavior intention are joy of purchase, perceived usefulness, subjective norm, and perceived behavior control. (shrink)

Direct download(2 more)   Export citation   Bookmark  

Shared bicycles are sustainable and effective transportation tools in college campuses. Accordingly, this study aimed to assess the behavioral intention of college students toward bike-sharing as an environmentally friendly and social mode of travel. It applied the Theory of Planned Behavior framework to a bike-sharing context and explored the impact of perceived benefits and government policy on college students’ bike-sharing usage. A survey of 934 college students was conducted in Zhejiang province to test the proposed model, and 782 were valid. (...) The findings pointed out that attitude, subjective norms, and perceived behavioral control have a significant and positive impact on college students’ intentions toward bike-sharing. Meanwhile, the empirical results revealed that perceived benefits and government policy were the important factors driving college students’ intention and behavior for bike-sharing usage. Moreover, the results ascertained that the intention was aligned with actual actions; eventually, some targeted managerial implications are presented. This study enhances the current understanding of the usage behavior of college students in bike-sharing and provides timely insights for government policymakers and enterprise operators to promote sustainable bike-sharing practices in China and other countries. (shrink)

Direct download(2 more)   Export citation   Bookmark