Research On The Influence Mechanism Of The Mean Values On The Green Consumption Intention Of Chinese Consumers

Over the past few decades,Great changes have happened in Chinese society. Economic development achievements haveattracted worldwide attention, middle class population grows fast and the size of China’s market is concerned by the whole world.Meanwhile,the problems exposed are equally grim in the process of development, environmental conditions are declining so rapidly,air pollution, water pollution, soil pollution and other events are widely reported. Severe environmental problems are promptingawakening of people’s environmental awareness, besides,abundant material,advanced technology,and promotion of self consumption concept make it possible for people to take more social responsibility in the process of consumption. Under such background, the concept of green consumption is produced.In recent years,the research on green consumption is in the ascendant and different perspectives,but, researching from the perspective of Chinese traditional culture is a bit rare. Therefore,this article tries to start from the perspective of Chinese native culture, analysis relevant research results of domestic and foreign scholars in depth. The green consumption intention of consumers is explored from the perspective of Chinese traditional values and in order to clarify the influence of theory of consumers’ green consumption to make some modest. This article will take this view,values will affect people’s behavior, as a starting point, and take into account the impact of thousands years of Chinese culture,and then go deep into the concept that the mean values impacton the green consumer intentions of consumers. Using life style means end chain theory that the way of life as a bridge connecting the doctrine of the mean values and consumers’ green consumption intention; Taking into account the behavior of people will be affected by the number of their grasp environmental knowledge,this article introduceenvironmental knowledge into the research system as the moderating variable between people’s life style and green consumption intention.In this paper, we use the measurement scale developed by related scholars to investigate the target samples and then doing the questionnaire data analysis and study results. The distribution of samples is wide and reasonable. In the course of study,through descriptive statistical analysis,reliability and validity test, factor analysis, regression analysisvalidate the feasibility of the model and the scientific nature of the hypothesis presented in this paper. Through data analysis, we found that the mean value can influence the consumer’s green consumption intention,strong mean values tend to lead consumers to produce strong green purchase intentions, and,this process is accomplished by life style as intermediary variable; The doctrine of the mean values through consumer leadershipawareness, priceawareness and development awareness, influence consumer lifestyle; Environmental knowledge as the variable has a significant moderating effect on the life style and green purchase intention, consumers with rich environmental knowledge also have more strong green purchase intentions.In this paper, jumping out of the previous research model of the influence factors of green consumption intention,it introduces Chinese traditional culture to the analysis of green consumption behavior of the consumers,makes up for the lack of research partly in this area.Meanwhile,in the process of exploring relationships between Chinese traditional values and green consumer behaviorthrough different dimensions of life style,this paper makes a basic explanation for this connection path; Environmental knowledge is introduced into between the life style and green consumption behavior of consumers as moderating variable provide a new research ideafor the localization of the green consumer behavior theory. This paper explores the relationship between the mean values, life style, environmental knowledge and green consumption intention, it provides a theoretical path from the consciousness level to the consumption behavior, explainsthe realistic ecological significance of Chinese traditional values in the current ecological context, provides a reference for the government to implement environmental protection policy. For enterprises,the way of life is one of the standards of the market segmentation,the conclusion of this paper provides a more basic idea for enterprises to grasp the market. It is convenient for enterprises to understand the relationship between consumers’ life style and the market in the context of Chinese culture,helps enterprises to develop green products more suitable for the Chinese market, and access to the market more effectively. It also has great practical significance to promote green consumption behavior of consumers.