Research On Affecting Factors And Policy Paths Of Consumers’ Green Consumption Behavior

Currently, green consumption focuses on the study of individual psychological variables. Although the external situational factors involved, these studies have overlooked the link to external factors and individual psychological factors, leading to the policy promote green consumption intervention strategies lack of effectiveness and persistence. In the view of behavioral intervention strategies, effectiveness and stability of intervention policy need to established in a deep understanding of the basis of individual behavior on psychological attribution. Due to the interaction of green consumption by both internal and external factors, it is necessary to import individual psychological factors and external factors simultaneously into green consumption model. In the meanwhile of explore internal and external factors influence green consumption, the study explore the linkages between external factors and individual psychological factors, construct policy intervention strategies system based on green consumption behavior of individual psychology attributed.On the base of management theory, environmental behavior theory and social psychological theory, the research studies the mechanism of internal and external factors influence on consumer’ green consumption in the method of investigation normative research and empirical research, and as a basis for the government intervention path construction. Firstly, this paper describes and reviews the related research. Secondly, the research build a conceptual model based on consumer decision-making behavior theory and information processing theory by which the research selects factors for model’s different stages by divide the green consumer behavior into four stages. Then, the research analysis the mechanism of green consumption influenced by of internal and external factors using management, social psychology and environment behavior theory and propose the corresponding research hypothesis. Further, based on the questionnaire survey, the research test the hypotheses through 605 valid samples by using structural equation and multiple regression. And the research checks the origin of grouping variables effect model by constructing nested models. Finally, the research build the government intervention path to promote green consumption.The main achievements are summarized as follows:First, the research integrates green consumer behavior connotation. It selects factors according to different psychological stages of the green consumer behavior and compares the similarities and differences influence on the three green consumer behavior. Consumer behavior covers a wide range of content, pre-purchase assessment, purchase, use, evaluation and discarded after use, but in the past the green consumer studies tend to analyze green consumer behavior as a single study, reducing the contents of individual green consumer behavior. The research, from the perspective of system theory, integrates the purchase of green products, green products using, and waste disposal into one organic whole- green consumer behavior. The research selects factors according to different psychological stages and uses empirical methods compare the similarities and differences among the three different factors in the green consumer behavior.Second, the research constructs integration models of consumer behavior based on psychological attribution and interventions policy. The effectiveness of policy interventions need to build on the basis of a deep understanding of individual behavior on the. But previous studies focuses only on influence of Consumers’ green consumer behavior or focuses mainly on the policy intervention of behavior. Almost no research integrates the two factors to analysis as a whole. This article pulls the consumer green consumption psychological attribution and intervention policy variable into model together, using empirical methods to verify and construct the integrated model of consumer green consumption behavior- integrated model of psychological attribution green consumption behavior and policy interventions.Third, the government intervention variables of promoting green consumption is diverse. They embedded into individual green consumption psychological level by multi-path and act on green consumption behavior. Government intervention variables include policies and regulations, incentives and public education. Policies and regulations indirectly affect the three green consumer behavior through the green consumption attitudes. In addition, policies and regulations have a direct effect relationship behavior on the use of green products. There is only a direct effect relationship between incentives and three green consumption behavior. Public education achieve indirect impact on three green consumption behavior by individual cognitive variables and green consumption attitude.Fourth, the research constructs policy intervention path based on individual psychology and intervention variable. Green consumption studies in the past in the analysis of the mechanism of green consumption behavior influenced by different factors, while largely ignoring external factors on the effect to the individual psychological factors, leading to policy intervention path or suggest lack of a profound analysis of individual psychological factors. So it is lack of effectiveness. In this research, empirical analysis is used to construct policy intervention path based on individual psychological and policy intervention variables. Since the research import individual psychological and policy intervention variables into the model at the same time, the policy intervention path constructed and strategies have advantages on behavior change speed, the crowd universality, apply behavioral versatility and policy persisten.Fifth, the study begin to build green consumption intervention strategies from government and individual psychology which is two levels. The government level should promote green consumption from regulate green product certification mechanism, promote the use of new media, full service facilities, improve policies and regulations, establishment comprehensive incentives and public education. The individual psychological level should promote green consumption from enhance the individual green consumption cognitive and foster a positive green consumption.