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There are increasing calls for Organization Development and Change (ODC) scholars and practitioners to aid in organizational greening goals. Carbon labeling of products is a common greening strategy of environmentally conscious organizations. The sustainability of organizations implementing product greening strategies is dependent on supportive consumer behavior. The Theory of Planned Behavior (TPB), relatively under-utilized in ODC theory is used to explain actor choice in buying low carbon products (LCPs). We observed actual buying behavior of 873 subjects in China a country new to carbon labeling. Declarative norms, Attitude, and Perceived behavioral control, all elements of the TPB model, explained significant variance in actual buying behavior of LPCs. Behavioral Intentions as a current proxy for actual behavior in the TPB model is inadequate and studies may be better served by observing actual behavior. We also introduce and measure injunctive norms that moderated the relationship between declarative norms and actual behavior. We suggest potential revisions to the TPB model. Practical implications to facilitate diagnosis and interventions for behavioral change in general and environmental sustainability in particular are indicated.
Zhang et al. (Tue,) studied this question.
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