Research On The Influence Of Air Quality Perception And Nostalgia On Green Consumption Behavior

Nostalgia refers to the people of the past,things,things and the living environment of the memory.Nostalgia is the widespread human psychology and behavior,the individual in loneliness,anxiety and other negative emotions easier to nostalgia,while nostalgia has to improve negative emotions,enhance subjective well-being,shorten the social distance,promote human charitable donations and other pro-social behavior role.In recent years,fog haze weather as the main performance of the air pollution increased,people are more concerned about the changes in air quality,air clean environment,strong demand,then people will be aware of the haze of the weather to produce more on the past The memory of the natural environment,and because nostalgia and produce more protection of the environment,the intentions and behavior worthy of attention.Green consumption is an important manifestation of people's protection of the environment.Green consumption refers to people in the purchase,use and disposal process to minimize the damage to the environment of high quality consumer behavior,green consumption is also a special kind of pro-social behavior.It is an important part of this study to understand whether changes in air quality make people more nostalgic and how nostalgia affects the special pro-social behavior of green consumption.In this paper,the role of nostalgia on the behavior of green consumption conducted three studies: First,the manipulation of air quality perception(haze weather VS.air quality excellent),the subjects were randomly assigned to copy the air quality(serious pollution,excellent air),And then test the nostalgia of the subjects,and explore the role of emotions in which.Second,the manipulation of air quality perception(haze weather VS.air quality excellent)and nostalgia level(nostalgia VS.control group),using 2 ×2 subjects designed,the subjects were randomly assigned to an experimental treatment,Quality perception and nostalgia impact on green buying behavior and use behavior.Third,the manipulation of nostalgia level(nostalgia VS.control group),subjects were randomly assigned to one group,nostalgia group triggered by the text of the state nostalgia,look at the real environment closer to the impact of nostalgiaon green consumption behavior.Three studies were conducted using the context test method,the results are as follows:1.The results of the study show that subjects who reproduce serious airborne air quality are more likely to be in a negative emotional state than those who reproduce air quality weather conditions,and are more likely to be nostalgic,with negative emotions perceiving the impact of severe pollution on nostalgia Play a part of the intermediary role.2.Green buying behavior,nostalgic main effect is significant,nostalgia group of green buying behavior was significantly higher than the control group.The interaction between air quality perception and nostalgia is not significant.Green use behavior,found that the main effect of nostalgia significantly,nostalgia group of green buying behavior was significantly higher than the control group.The interaction between air quality perception and nostalgia is significant.3.In close to the real environment,nostalgia can promote the green consumption of subjects.