The Construction of Social Behavior Model: An Empirical Study of "Self-Prepared Bag When Shopping"

This study is based on helping behavior (Batson, 1987), social exchange theory (Homans, 1958), and planned behavior theory (Ajzen, 1989) to construct a social behavior model for social marketing and focuses on empirical research into the area of "Self-prepared Bags When Shopping". All subjects in this study were 16 or over and living in Taiwan. A 7-point Likert scale survey and SEM (Structural Equation Modeling) were used to test the study model. The study results show that it may be advantageous to use social behavior models to address social issues, such as "Self-prepared Bags When Shopping". Additionally, the study results may be useful to academic professionals and industrial practitioners.