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A Study on Intention of Selecting Tree Burials by Using the Theory of Planned Behavior  

Kim, Sang-Mi (Dept. of Forestry, Chonnam National Univ.)
Kim, Sang-Oh (Dept. of Forestry, Chonnam National Univ.)
Publication Information
Korean Journal of Environment and Ecology / v.26, no.5, 2012 , pp. 812-826 More about this Journal
Abstract
The selection rate of tree burials (TB) is still low in spite of increasing concerns about TB and government's efforts to increase TB participation. It is necessary to understand the factors affecting TB selection. This study investigated the relationship between major variables (attitude: ATT; subjective norm: SN; perceived behavioral control: PBC) of Ajzen's theory of planned behavior (TPB), additional variable (custom: CUST), and intention to select TB by using structural equation modelling (SEM). Samples were selected from Gwang-ju citizens using proportionate stratified sampling (PST) by region during September of 2011. Four hundred and twelve responses were used for data analysis. The model showed fair goodness of fit. All four variables (ATT, SN, PBC, CUST) influenced intention to select TB. The four variables explained 53.0% of intention to select TB. SN(${\beta}$=0.459) was the most predictive variable on the intention, followed by ATT(${\beta}$=0.247), PBC(${\beta}$=0.152), and CUST(${\beta}$=0.102) in decreasing order. The results were discussed and some suggestions to increase the intention of tree burial selection were made.
Keywords
ATTITUDE; SUBJECTIVE NORM; PERCEIVED BEHAVIORAL CONTROL; CUSTOM; STRUCTURAL EQUATION MODELLING;
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