Factors driving consumption behavior for green aquatic products Empirical research from Ningbo, China

Purpose - The purpose of this paper is to investigate the factors that influence consumers' consumption behavior with regard to green aquatic products from a social cognitive theory perspective. Design/methodology/approach - A web survey was used to collect the data. The survey subjects were citizens of Ningbo City in Zhejiang Province. A total of 403 subjects were obtained through the sampling service, and 337 subjects were retained after strict examination. The data were used to construct a partial least squares structural equation model. Findings - The cognition of green aquatic products significantly positively affects outcome expectancy, self-efficacy, perception of others' behavior, and socio-structural conditions. Self-efficacy and outcome expectancy significantly positively influence consumption intention. Self-efficacy, perception of others' behavior, and consumption intention significantly positively affect consumption behavior. Practical implications - The concept, connotations and benefits of green aquatic products should be widely publicized through diversified channels to increase people's knowledge of these products and to encourage people to distinguish them from regular aquatic products and to believe in their benefits. In addition, measures should be taken to guarantee that only genuine green aquatic products can enter the market because the false claims of some products have damaged consumers' belief in these products. Originality/value - To test the effect of the cognition of green aquatic products, the construct the cognition of green aquatic products was added to the model based on social cognitive theory. This paper contributes to the existing literature by further exploring how cognitive aspects affect consumption behavior with regard to green food.