Study On The Relationship Between Consumer Innovativeness And Green Buying

With the development of economy,the balance between humans and nature has been challenged,it's urgent to cope with the grim situation of resources and environmental problems to coordinate development of social economy and ecological civilization.Besides,consumers,enterprises and the state should assume their respective responsibilities.The state advocate green consumption and ecological civilization through laws and policies,creating the macro environment of green consumption for enterprises and consumers;Enterprises through innovation and environmental protection technology,to provide green products to the market.The well produced products will be bought and consumed by consumers.Consumers'consuming behaviors have a deep impact on environmental quality,therefore,consumers should change the traditional consumption mode and practice green buying.Green consumption not only has attracted a lot of attention in reality,but also been studied a lot in academic research.The research on the influence factors of green consumption behavior is an important aspect of the research shows that the consumer's income,education background,environmental attitudes,cognition of green products and other factors will influence the green consumption behavior.In the consumer psychology,products are divided into two styles,namely practical products and symbolic products.What the symbolic products pass to consumers is experiences and fun,it will be helpful for the consumers to show their personal characteristics.The affective factors will play a great role in the process of consumption of the symbolic products.And the practical products are functional and able to help customers to complete the task.Besides,both the consumer risk,consumer experience,consumer motivation and other aspects showed significant differences between the consumption of practical products and symbolic products.In this research,the green consumption behavior is divided into the green buying of practical products and the green buying of symbolic products.The individual characteristics of consumers is an important research content in the research of green buying.Individuals have different personality characteristics,and green consumption behavior.Consumer innovativeness is one of the most important personal characteristics of consumers and an important topic in the field of marketing,but there are few studies on the relationship between consumer innovativeness and green buying.The existing researches on consumer innovativeness are mostly based on the western countries,and maybe the theory is not suitable for Chinese cultural background.In view of this,by carding the related research at home and abroad for reference,this paper study whether consumers innovativeness effect green buying in the Chinese context,and explore whether social status,environmental values have mderating effect on the relationship.This study mainly uses the method of questionnaire investigation and collected 219 valid questionnaires.Then use the SPSS 20.0 to do descriptive statistical analysis,correlation analysis and regression analysis to test the proposed theoretical model.The results show that consumer innovativeness has significant positive impact on green buying for both practical products and symbolic products,and social status and environmental values have significant positive moderating effect on the relationship.