Ecological Research on China Forest Therapy Purchasing Behavior Based on SEM

Chunbo Wang, Yuhang Bai, Minghua Tian

Ekoloji, 2019, Issue 107, Pages: 955-964, Article No: e107112


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This study examines data collected from 462 informants in 10 provinces in Southern China to understand how changes in attitudes toward ecological protection behavior occur. In order to fully understand the characteristics of Forest Therapy consumption behavior in China and further promote the healthy development of Forest Therapy industry, this paper reviews the theoretical achievements of Forest Therapy consumption behavior at home and abroad, constructs a structural equation model guided by the theory of planned behavior, and distributes 2745 questionnaires through field and network channels. Then the paper makes an empirical analysis on the influencing factors of consumption intention, which is the demand side of Forest Therapy industry in China. The results show that: (1) The residents ‘behavior and attitude have the greatest impact on the consumption intention of Forest Therapy and. The clearer the residents’ positive cognition of Forest Therapy, the more active their behavior and attitude are, the stronger their willingness to participate in Forest Therapy; (2) the greater the external support for residents to participate in forest health, indicating that the more positive their subjective norms, the stronger their intention to consume forest health; the more active the subjective norms of residents, the stronger their own forest health consumption behavior; (3) the subjective norms of forest health have no significant impact on forest health consumption intention. (4) The stronger the residents ‘consumption intention of Forest Therapy, the more likely they are to change their consumption intention into consumption behavior.


forest therapy, consumption behavior, theory of planned behavior, structural equation modeling, ecological protection behavior


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