Influencing Mechanism Of Government Behavior Perception On Green Consumption Of Residents In Tibet

For nearly half a century,the central and regional governments have attached great importance to environmental protection in Tibet,introducing a series of environmental protection policies to encourage residents to participate in environmental protection by practicing green consumption.However,with the economic and social development of Tibet,the improvement of residents’ consumption power,excessive consumption,waste of resources,environmental pollution and other phenomena also appeared.It is of great significance for the government to further promote green consumption by studying the characteristics and development of local green consumption policies in Tibet,exploring the current situation and characteristics of green consumption and the influence mechanism of the perception of government behavior on green consumption of residents in Tibet.According to the above research purposes,this study first uses Nvivo 12.0 Plus,a qualitative analysis tool,to conduct content analysis on the relevant policy texts of Green consumption in Tibet.The results show that in the past 20 years,the formulation of green consumption policies in Tibet has successively experienced the stages of exploration and growth,steady development,rapid transformation and continuous promotion.A green consumption policy system has taken shape.The text of the policy focuses on environmental protection and energy saving,and some concrete pollution prevention and control,domestic waste treatment and white pollution are implemented with relatively strict measures,which have achieved certain results.After 2010,the theme of green consumption policy making became more clearly targeted.Publicity and education activities have achieved a certain social effect,beginning to form a preliminary concept and consciousness of green consumption.Secondly,in the perspective of public management,the government behavior-citizens experience two-wheeled model as the research framework,to explore the influence mechanism of perception of government behavior on green consumption of residents in Tibet,based on internal cognitive mediation variables,and the introduction of price sensitivity and convenience as regulating variable jointly built a mediation model.The results showed that: the government behavior perception no significant effect on residents’ green consumption directly,internal cognitive perception influence in the government behavior has partial mediating role in residents’ green consumption,the price sensitivity of negative perception to regulate the government behavior influence the internal cognitive effect,and negative to regulate the government behavior perceived by the internal cognitive mediation effect of green consumption.Further analysis shows that Tibetan residents have a low perception of the dimensions of policies and regulations,and a high perception of the dimensions of publicity and education and government leading.The cognition and behavior of green consumption of Tibetan residents are more influenced by publicity,education and government’s leading dimension,but less influenced by policies and regulations.Finally,the innovation of this study is as follows: Qualitative text analysis and structural equation model modeling are used to study the characteristics and development of local green consumption policies in Tibet,and to explore the influence mechanism of government behavior on green consumption of residents in Tibet.It is found that residents’ perception of government guidance and intervention has become an indispensable influence factor beyond the environmental awareness in traditional culture.Internal cognition plays an important role in changing green consumption of Xizang residents.It is confirmed that price sensitivity has a negative moderating effect on residents’ inner cognition and behavior.The results of this study provide data support and theoretical basis for the Local government of Tibet to rapidly promote the green consumption of residents,and theoretical support for the ecological protection,environmental governance and other social governance on the Qinghai-Tibet Plateau.