A Study On The Effects Of Environmental Sensitivity On Green Consumption Intention

In recent years, with rapid economic development in China, the environment problem has been more and more serious. The concept of Green was been put forward for the first time at the Political Bureau meeting in March 24,2015, which was considerd as important as new-type industrialization, urbanization, informationization and modernization of agriculture which were proposed in the 18th CPC National Congress. Therefore, Green has become the new task of economic development under the new normal and the new requirement of promoting the construction of ecological civilization. Green is not only the industrial structure and production mode of high science, resource conservation and less environmental pollution, but a thrift, green-low-carbon, civilized and healthy lifestyle and consumption patterns. It is in this context which to change the consumer’s consumption patterns and establish the concept of green consumption has gotten attention by the community again.Based on previous studies, a theoretical model of the relationship between environmental sensitivity and green consumption intention was constructed in this article based on planned behavior theory, which has introduced self-efficacy as a moderator variable.With the help of SPSS 19.0 and AMOS 17.0, this article analyzes the survey data and comes to the following conclusions:(1)consumers’environmental sensitivity has a significant positive impact on green consumption intention through the mediating effect of green consumption attitude, green consumption subjective norm, green consumption perceived control.(2)Green consumption attitude, green consumption subjective norm, green consumption perceived control have significant positive impacts on green consumption attention. Meanwhile, the impact of green consumption perceived control is strongest.(3)The relationship between consumers’environmental sensitivity and green consumption attitude, green consumption perceived control is significantly regulated by self efficacy. However, the regulation effect of self efficacy on the relationship between environmental sensitivity and green consumption subjective norm.(4)Consumers’ individual characteristics (age, marital status and occupation) have significant differences in green consumption intention.Finally, based on the empirical analysis,this paper gives government and enterprises some marketing suggestions in the hope that government and enterprises can take a series of strong feasible, effective and practical measures to enhance the consumer’s environmental sensitivity and self-efficacy, and thus promote the consumer’s green consumption intention.