A Study Of Formation Mechanism Of Typical Nongreen Consumption Behavior

At the time when human’s material wealth greatly enriches, ecologicalproblems such as resource scarcity, serious pollution, etc, become increasinglyprominent, thus sustainable development becomes the focus of global attention. Inthis context, scholars have made lots of significant researches in green consumption,but they neglect the nongreen consumption behaviors in daily lives. These nongreenconsumption behaviors have brought great hidden troubles to the resources,environment and public health, and the damages which have been caused by thetypical nongreen consumption behaviors are more serious. Therefore, it is verynecessary to explore the formation mechanism of the typical nongreen consumption,so as to take effective measures to guide consumers to reduce or avoid the happeningof the nongreen consumption behaviors.Based on the theory of consumer choice and Lewin behavioral models, thisresearch takes extravagant atmosphere as moderator variable, and constructs aformation mechanism conceptual model of typical nongreen consumption behaviors.On the basis of453valid questionnaires in Qingdao, Changsha, Wuhan and Nanning,the research uses empirical approaches, such as hierarchical regression analysis,structural equation modeling, etc, to study the formation mechanism of consumers’typical nongreen consumption behaviors, as well as the moderation effect ofextravagant atmosphere, and applies multi-group structural equation model toanalyze the influence of demographic variables in different paths.Results show that consumer preferences, reference groups and face perceptionhave a significant and positive effect on typical nongreen consumption behaviors;budget constraints and social responsibility consciousness have a significant andnegative effect on typical nongreen consumption behaviors; extravagant atmospherehas a significant adjustment effect on the path from budget constraints, referencegroups, society responsibility consciousness and face perception to the typicalnongreen consumption behaviors, and no significant adjustment effect on the pathfrom consumer preferences to typical nongreen behaviors; the effect of differentconsumer groups on five assumption paths from budget constraints, consumerpreferences, reference groups, society responsibility consciousness and faceperception to typical nongreen behavior are significantly different, thereinto, theeffect of gender, marital status, education level, occupation and income status are more evident.