Study On Dynamic System Model Of Green Consumption

As people gained a better understanding of environmental issues, sustainable development has become a strategic goal of economic development of countries. Comply with the green trend, a new consumption mode - green consumption mode appears. With the promotion of green consumption at home and abroad, people's consumption view has undergone great changes, but overall, there are still many obstacles to the implementation of green consumption in our country. Therefore, how to promote green consumption mode has become an important subject.Regarding consumer as the research subject of the paper. Firstly, based on the interrelated theory, the paper constructes the dynamic system model of green consumption. The model studies the impact of each factor from two aspects of endogenous and exogenous dynamic mechanism, and sets the model assumptions. To test these assumptions, the paper uses sample survey to validate. On the basic of large number of people in the actual investigation, the paper gets 332 samples used to a variety of statistical analysis. First, the paper uses factor analysis to extract eight most significant influencing factors. Secondly, a regression analysis is done, in the analysis, the eight factors and demographic variables together as independent variables and consumer behavior as dependent variable. Results of the regression analysis show that, there is no correlation between demographics variables and green consumer behavior, whereas, there is causality relationship between the eight factors and green consumer behavior. Thirdly, in order to further explore the mechanism of the green consumer behavior, the paper uses structural equation model to obtain the specific role of each factor path, and calculate the degree of influence various factors on the Green Consumer behavior. Finally, the paper divides the samples into four categories using cluster analysis - deep-green consumers, moderate-green consumers, light-green consumers and non-green consumers.The results of the study show that the green consumers tend to have strong environmental awareness and perception. They believe their own green consumption behavior can improve the environment, and be good to health. In addition, the green consumers are the leaders who like trying new things, seeking consumption trends, and influencing others to accept their own views. They are sensitive to price, however, they are rational in the consumption prosess. Moreover, most consumers have higher awareness of environmental protection in our country at present, and nearly half of consumers are positive to translate environmental awareness into green consumer behavior. In order to further promote green consumption, it is necessary to integrate the efforts of consumer, business, government and the third sector.