The Study Of Formation Mechanism Of Green Product Purchase Intention—Based On The Perspective Of New Consumption

With the arrival of the era of new consumption,independent appointment,strengthening the protection of the rights and interests of consumers in all aspects of the new consumer,proposing the thought of shoppers priority,improving the transparency of the balanced scorecard assessment benchmark,creating a shopper "free screening,free purchase" consumption atmospherehave becomea new focus of environmental protection today.Only with the shopper's emotion and demand contingency,quality goods and service for the engine,continuously improve the skills and structure of the commodity effect,arouse a shopper's inner potential emotional desire and potential,we can promote the reform of production mode and the optimization of production equipment.Advocating the green shopping is the first prerequisite of innovation purchase demand,is also necessary condition to pull the traditional company's overall upgrade and urge the pattern of manufacturing and heavy industry's change.In this paper,the literature review and analysis of domestic and foreign research status,from the perspective of environmental values and proved that the construct under the environment of psychological control source's adjust how to make change shoppers purchase intention for green products through the transition of green perceived value,also examined The positive role of policy intervention in updating consumer shopping concept.In this paper,the sample distribution is very wide,adopt questionnaire,the data results are of different angles and levels,The following conclusions are summarized:(1)There is a significant positive correlation between the the environmental values and consumer purchase intention for green products.(2)There is a significant positive correlation between the the environmental values and perceived value from consumer cognition and experience of the green products.(3)perceived value from consumer cognition and experience of the green products plays an intermediary role in environmental values and green product purchase intention.(4)environmental psychology control source in environmental values and the relationship between green perceived value plays a regulatory role.Internal control of the people in the environmental value concept and the relationship between green perceived value plays a positive adjustment,outside the control of people in the relation between environmental values and green perceived value plays a negative role adjustment.(5)policy intervention in consumers' perceived value of green products and the final purchase intention plays a positive adjustment.