The Research On The Guiding Information Influence On Green Consumption Intention

With the development and progress of economic and human society, the natural environment is subject to varying degrees of damage, more and more public feel their daily lives are threatened by environmental pollution. Although the public’s attention to environmental issues generally improved, huge differences still exist between their attitudes and behaviors. As a result, government and environmental organizations hope to promote public green consumption by green guiding information through media platform. However, there is still lacking of academic research on whether this kind of guiding information is truly effective and can play a role in promoting green consumption. This study was based on findings of green consumption and guiding information research fields both at home and abroad, which selected air pollution importance perception, air pollution seriousness perception and green commuting effectiveness perception in environmental attitudes, green commuting obstacles perception and subjective norm as research subjects, discussing green commuting intention in terms of residents under the guiding information. This paper adopted literature and empirical research as the way to determined study objects and proposed hypotheses; then empirical investigations including experiments and questionnaires were conducted to access to relevant data; finally, data was processed and hypotheses were tested. The result showed that:assertive guiding information played a greater role to promote green commuting intention when consumers hold a high level on air pollution importance perception, air pollution seriousness perception and green commuting effectiveness perception and low on green commuting obstacles; nonassertive guiding information played a greater role to promote green commuting intention when consumers hold a low level on air pollution importance perception, air pollution seriousness perception and green commuting effectiveness perception and high on green commuting obstacles; besides, at high level of subjective norm, neither assertive nor nonassertive guiding information significantly affected green commuting intentions, while at low level, nonassertive guiding information plays a greater role in promoting green commuting intention. Through this study on guiding information and green commuting intention, the theoretical research in the field of green consumption is hoped to be enriched which can also promote green consumption behavior in practice.