Research On The Influence Of Consumers’ Face Preference On Ecological Consumption Behavior

As a series of ecological problems such as the depletion of natural resources,the intensification of greenhouse effect and the acceleration of desertification are getting worse day by day,people realize that in order to realize the harmonious coexistence between man and nature,it is necessary to pay attention to the correlation between ecological environment and consumption needs,consumption level,consumption structure and consumption mode.Although people’s awareness of the importance of ecological consumption behavior to the protection of ecological environment is constantly improving,there is still a phenomenon of "high awareness,low practice".As we all know,Chinese consumers under the background of collectivism culture are easily affected by face culture,and face is closely related to self-esteem,maintenance of social relations and other aspects.In other words,face often represents a kind of reputation that Chinese people attach great importance to,which profoundly affects people’s value orientation and behavioral intention.Therefore,further exploring the mechanism between face and ecological consumption behavior has become an important way for people to restrict or change their own behavior to obtain a good ecological environment.Based on the perceived value theory and impression theory,this study constructs a research model of face tendency,perceived social value,self-esteem and ecological consumption behavior.Then,on the basis of reading previous relevant literature,referring to the maturity scale of authoritative journals at home and abroad,and collecting questionnaires through online and offline channels,355 pieces of effective data were obtained for follow-up research.Finally,SPSS and Amos were used to analyze and process the collected data.The results show that:(1)Consumers’ face preference has a significant impact on their ecological consumption behavior,but the positive impact of face-fighting preference is more significant.(2)Perceived social value plays a partial mediating role between face inclination and ecological consumption behavior;(3)Self-esteem plays a moderating role between face inclination and ecological consumption behavior.Trait self-esteem negatively moderates the influence of face inclination on ecological consumption behavior,while state self-esteem positively moderates the influence of face inclination on ecological consumption behavior.According to the research conclusion,the following suggestions are put forward for the government departments to carry out ecological publicity and the enterprises engaged in ecological product marketing: First,the government should change the previous publicity mode and create an atmosphere of ecological consumption for the whole people by using the individual’s own face tendency,perceived social value and self-esteem level;Second,in the process of selling ecological products,enterprises should pay more attention to the face needs of consumers,focus on the social needs of customers,and carry out targeted marketing activities.