| In the fifth plenary session of the 18 th central committee,it is pointed out that adhere to the green development,must adhere to the basic state policy of resource conservation and environmental protection,insist on sustainable development,determined to go to the way of production development,life wealthy,ecology civilization development,and to speed up the construction of resource saving and environment friendly society,forming the harmonious development of man and nature new pattern of modernization construction.At the end of 2015,the ministry of environmental protection issued an implementation opinion about to promote green lifestyle(hereinafter referred to as the "implementation opinion”)."Saving in the priority,promoting the green consumption" is one of the four cardinal principles of the implementation opinion.Specifically,is advocating thrift consumption view,actively guide consumers to buy energy conservation and low carbon products,advocate green life and leisure mode,restricted development energy intensive service,resolutely resist and oppose all forms of extravagance and waste,unreasonable consumption.Green consumption has gradually caused the attention of the scholars.In the relationship between purchase intention and purchase behavior,based on Ajzen's(1991)definition of behavioral willingness,green consumption will be defined as consumers tend to purchase green products,and willing to pay for this effort.Therefore,the consumption behavior of green consumption is predicted by green consumption intention.By observing,analyzing and validating the influencing factors and mechanism of green consumption intention,the paper will understand the green consumption behavior and provide reference for promoting green consumption.Scholars generally agree that culture has a significant impact on consumption and consumer behavior(Del Hawkins,2014).Marketing scientist Del Hawkins argues that culture's influence on individual behavior is primarily the result of the "territory" or "border" of human behavior,in fact what we usually refer to as norms,which are derived from cultural values.Cultural values have a certain social norms,and ultimately affect people's consumption patterns.Therefore,this paper argues that to understand Chinese consumers 'green consumption behavior or behavioral intention,it is necessary to study the consumers' willingness and behavior of green consumption from the perspective of consumer values in the context of Chinese culture and in the context of China's realistic situation and cultural background.In the context of Chinese culture,consumer values as the starting point,consumer willingness to green consumption as the foothold,during which environmental awareness and green consumer psychology as an analysis of the path,the full text of the "Chinese cultural context of consumer values-environmental awareness-green consumption Psychology-green consumption willingness " as the research context.At the same time,this article also aimed at green consumption in the field of "attitude-behavior" gap between the thinking and empirical research.This paper attempts to explore the gap between "green consumption attitude" and "green consumption behavior".Taking a variable which is in line with China's consumption situation and has the characteristics of consumption field,perceived consumption risk,as a moderator,try to breaks through the dilemma and limitations of the current related research.In the research method,according to the objective of the study and the availability of the sample and other objective conditions,through comparison and analysis of existing scales used in China and abroad.Author selected the relative authoritative scales which have been used in practice and has been universally recognized as a measurement tool,the above latent variables are in the form of a Likert five-point scale,and the reliability and validity of the scale are checked before formal study and analysis to ensure the scientificness of measurement tools,the accuracy of measurement results,and the credibility of the conclusions.Sample quantity reached 1030 pieces,which is account for 98.2% in total spread amount.To improve the questionaire through in-depth interviews,panel discussions.The reliability and validity of the scale were tested by using statistical analysis and statistical software(SPSS21,AMOS21).Reliability and validity of the scale were tested by reliability analysis and confirmatory factor analysis.The hypothesis was tested by appropriate statistical analysis.The conclusion of this paper and the final theoretical model of this paper have been verified,the research conclusions are listed as follows:First,consumer values in the context of Chinese culture do not have a significant direct impact on green consumption intentions.The relationship between the two is through the environmental awareness and green consumption psychology established.Second,consumer values in Chinese context have a significant impact on environmental concerns and positive environmental attitude.This is the he premise and basis for consumer value taking influence on green consumption intention.Compared with environmental attitudes,environmental concerns have a slightly greater influence on consumer values and green consumption intention in the context of Chinese culture.Thirdly,there is an internal mechanism between environmental awareness and green consumption psychology.Environmental concerns and environmental attitudes have a significant impact on green consumption awareness and green consumption positive emotions.Fourth,the process of green consumer psychology in line with the general process of consumer psychology in general,that is following the process of "cognitive-emotional-will",cognitive reflects the rational side of the consumer,emotional reflects emotional side of the consumer,both aspects co-existence,they hold nearly the same influence on green consumption intention.Fifth,under the background of Chinese culture,some elements of consumer's values stimulated by rational factors but the others are stimulated by emotional ones.Through the mediation of environmental concerns,environmental attitudes,green consumption cognition and green consumption positive emotions,consumers' values has significantly affect on green consumption intention.Sixth,perceived consumption risk has a significant negative moderating effect in the transformation process of green consumption cognition and green consumption positive emotion to green consumption intention.Seven,the higher the disposable income per month,the higher the level of green consumer awareness,but the perceived consumer risk is also greater;female green consumption positive emotional level is higher,but the perceived consumer risk is also affected Larger.The creative contribution from this paper can be summerized in the following 3 points.Firstly,this thesis is based on the theory of Planned Behavior Theory and Attitude-Behavior-Context Theory,but this paper is not a simple copy of the two.Author learned from theory and selected the relevant variables in the two with re-integration aiming at broadening the research views and obtaining new research findings.Secondly,based on the analysis of environmental consciousness and consumption psychology,this paper constructs a relational model of consumer values,environmental awareness,green consumption psychology and green consumption intention in the context of Chinese culture.From the interdisciplinary study of sociology,psychology,and consumer behavior,the author makes a comprehensive study of consumer values,environmental awareness,green consumption psychology,and green consumption intentions in the context of Chinese culture,explores its inherent mechanism.Expanding the boundaries of the original environmental sociology,consumer behavior research.Thirdly,combining the Chinese context and selecting the perceived consumption risk as the moderator variable,it is theoretically verified that the perceived consumption risk plays a moderating role in the process of green consumption cognition and green consumption positive emotion transform to green consumption intention.Explaining the gap between attitudes and behaviors of green consumption in this filed.The practical significance of this paper are listed as below.Firstly,this paper satisfies the need of current management and meets the current situation of green consumption market in China.Second,this paper highlights the specific context(Chinese culture and consumption background),discusses the role of specific elements(perceived consumption risk),and helps to solve the "attitude-behavior" gap in green consumption.The findings of this study can help enterprises and governments to clarify the mechanism of consumer values,environmental awareness,green consumption psychology and green consumption intention in the context of Chinese culture,to a certain extent,explain and verify the gap between attitudes and behaviors in green consumption field.Providing a reference to guide the green consumer behavior,to promote the green lifestyle,and to promote the construction of ecological civilization. |
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