Research On Dynamic Mechanism Of "Attitude-Behavior" Consistency Of Green Consumption

With the rapid development of social economy and the continuous renewal of people’s consumption concepts,environmental problems have become increasingly exacerbated.A good and healthy living environment is currently one of the biggest problems for mankind.In order to achieve the strategic goal of sustainable development in my country,promote green development,and accelerate the construction of ecological civilization,people have changed from traditional consumption concepts to green consumption concepts,and consumption concepts have undergone a great transformation.At present,most consumers in my country are aware of the serious environmental problems and have positive green consumption attitudes.However,due to the influence of various factors,most consumers have not converted their green consumption attitudes into green consumption behaviors.Therefore,consumers Green consumption “attitude-behavior” consistency has become an important task.This article takes consumers as the main body of research,using literature research,expert scoring,questionnaire survey,structural equation modeling,and empirical research.Based on green consumption behavior,planned behavior theory,attitude-behavior-scenario and other related theories,my country’s consumers’ green consumption “attitude-behavior” consistency motivation mechanism has been explored and researched.First,a green consumption “attitude-behavior” consistency index system is constructed,and a green consumption “attitude-behavior” consistency power mechanism is established based on the index system.In order to verify the model hypothesis,this paper uses sampling survey methods to conduct empirical research,analyzes 489 valid sample data with a variety of statistical methods,first uses factor analysis to extract the 7 most significant influencing factors,and then uses the 7 factors and demographic variables together as Independent variables,a regression analysis of green consumption “attitude-behavior” consistency,the regression results show that there is no correlation between the demographic variables and the dependent variable,and there is a relationship between the 7 influencing factors;then,in order to explore the relationship between each factor and the dependent variable Influencing mechanism,using structural equations to derive the path of action between various influencing factors and the degree of influence between them;finally,the cluster analysis method is used to divide the consumer groups into four categories.The research results of this paper show that the consistency of green consumption “attitude-behavior” is affected by the four forces of consumer pull,government motivation,enterprise driving force,and third-sector guidance,and consumers are divided into high green consumption “attitude-behavior” consistent For each type of consumer group,provide corresponding policy recommendations for each type of consumer group.