The Impact Of Environmental Literacy On Consumers’ Green Consumption Behavior

The practical problems of environmental pollution and resource waste have gradually attracted people’s attention.To overcome resource and environmental limits,supporting green development has become the only viable option.Consumption is a crucial component of economic growth,and the green transformation of traditional consumption patterns is of decisive significance for the sustainable development of economy and society.An efficient strategy to support green development is to direct and encourage the transformation of public consumption pattern.As the subject of social activities,consumers’ behaviors are closely related to their literacy.Environmental literacy is the comprehensive embodiment of individual literacy in the field of ecological environment.Therefore,environmental literacy is a powerful entry point to explore consumers’ green consumption behaviors.In addition,the existence of the difference between cognition and behavior makes it of crucial significance to explore the mechanism of environmental literacy on green consumption behavior.It is beneficial to improve the practice of green consumption behavior of consumers and promote the green transformation of economic society.It can give governments and businesses more focused recommendations for how to support the development of environmentally friendly consumption.By reviewing and combing the relevant literature,this paper develops a comprehensive theoretical model based on environmental literacy theory,value-beliefnorm theory and normative focus theory,with the effect of environmental literacy on consumers’ green consumption behavior as the main effect,perceived effectiveness as the mediating variable and social norms as the moderating variable.429 valid data were collected by questionnaire survey method and situational experiment method,and a variety of empirical analysis methods were used for data analysis and hypothesis testing.Based on this,this paper comes to the following findings:(1)Consumers generally have a good level of environmental literacy,among which the average level of environmental values and environmental responsibility is high,and there is room for further improvement in the practice of consumers’ green consumption behavior.(2)Environmental literacy can positively promote consumers’ green consumption behavior,and has significant positive effects on different aspects of green consumption behavior.(3)Environmental literacy can promote green consumption behavior by enhancing perceived effectiveness.(4)There are significant differences in the effects of environmental responsibility and environmental skills on consumers’ green consumption behavior under different types of social norms.(5)Consumer groups with certain economic strength have a higher degree of practicing green consumption behavior.This paper makes the following three suggestions based on the findings of the study:(1)Strengthen the environmental education of consumers,improve the level of environmental literacy of consumers from multiple perspectives.(2)Strengthen the guidance of green consumption and pay attention to the improvement of consumers’ perceived effectiveness.(3)Give full play to the role of social norms and carry out differentiated green marketing for different consumer groups.