The Research On The Influence Of Awareness Of Consequence On Ecological Consumption Behavior

With the continuous development of economy and technology and the continuous increase of global population,natural resources are rapidly consumed,resulting in a series of ecological and environmental problems.Many experts have discovered that the important cause of ecological and environmental problems such as resource shortages and environmental pollution is human unhealthy consumption activities.Different from traditional consumption patterns,ecological consumption behavior can not only satisfy consumers’ demands for products or services,but also minimize the damage to the environment.It is a new type of consumption pattern worthy of respect.Therefore,ecological consumption is strongly advocated and practiced by more and more people,and scholars have also begun to study ecological consumption behavior.In order to better promote residents to form correct ecological consumption values and implement ecological consumption behavior,this paper finds a new perspective to study the influencing factors of ecological consumption behavior based on the existing research on ecological consumption.Based on the Norm Activation Model(NAM),this paper introduces variables such as Awareness of Consequence(AC),Ascription of Responsibility(AR),Personal Norms(PN)and Social Norm(SN)to construct a model of the influence of consumers’ Awareness of Consequence on ecological consumption behavior;then a total of 343 are collected by issuing questionnaires,and use SPSS26.0,AMOS24.0 to analyze the data.According to the results of hypothesis test,this paper explains the effect and path of Awareness of Consequence on ecological consumption behavior,and explore the moderating effect of Social Norm on Personal Norms and ecological consumption behavior,so as to propose corresponding recommendations to promote ecological consumption practices.The research results show that:(1)Consumers’ Awareness of Consequence affects their Ascription of Responsibility,and the Ascription of Responsibility affects their Personal Norms,and the Awareness of Consequence can also directly have a positive impact on their Personal Norms,that is,Ascription of Responsibility is a mediator variable in Awareness of Consequence and Personal Norms;(2)Consumers’Personal Norms have a positive impact on their ecological consumption behavior,that is,the stronger the consumers’ sense of moral obligation regarding ecological consumption,the more likely they are to implement ecological consumption behaviors;(3)Personal Norms have the effect of mediating variables in Awareness of Consequence and ecological consumption behavior,and Ascription of Responsibility and Personal Norms have chain-like mediating effect between Awareness of Consequence and ecological consumption behavior;(4)Social Norm can positively regulate the impact of Personal Norms on residents’ ecological consumption behavior.Compared with low-level Social Norm,high-level Social Norm have a more significant regulating effect.