The Theoretical And Experimental Research On The Impact Of Green Consumption Integral System On Green Purchase Decision

With the rapid development of human economy,the waste of resources and the deepening of environmental damage have aroused widespread concern in the world.At the same time,the concept of green consumption is also coming into being.The green life concept of green consumption,low carbon environmental protection,energy saving and emission reduction has become an important measure for China to carry out.General secretary Xi Jinping "beautiful scenery is jinshanyinshan verse is also known to every family.Our country also issued "guiding opinions on promoting green consumption",and put forward the new requirement of green consumption integral system for establishing long-term mechanism of green consumption.Then,under the current theory and practice background,the green consumption integral system has a very important significance to the research of the influence path of the consumer’s green consumption.In view of this,this paper discusses the effect of green consumption integral system on consumers’ green purchase decision in the theory of frame effect,planned behavior,game theory and so on.Based on the literature review of green consumption,consumers’ green perceived cost,green perceived value,green involvement and price sensitivity,the hypothesis is proposed.On this basis,the "green consumption integration strategy-Green perception value / cost-green purchase decision" is constructed.With high efficiency and energy-saving green refrigerator as an example,through 2(green integral calculation difficulty: green green integral integral calculation difficult / easy)* 2(green integral level: Green integral incentive incentive incentive / Green integral high low)group will investigate the experiment,256 subjects were divided into four experimental groups and a control group,were calculated to high motivation group(group I),the difficulty of calculating low stimulation group(group II),easy calculation-high motivation group(group III),the calculation easy,low excitation group(group IV)and control group(group V),through the analysis of questionnaire data spss22.0.Through the questionnaire reliability and validity test,through descriptive analysis,single factor analysis of variance,regression analysis and other methods to test the impact of different green points to the effectiveness of the system and the consumer perception of green cost / value and the mediating effect of green awareness and price sensitivity regulating effect.The main conclusions are as follows:(1)the green consumption integral systemhas a significant impact on consumers’ green purchase decision.(2)green consumption integral calculation difficulty and incentive level has significant effect on consumers’ green purchasing decisions,compared with green integral calculation,perceived cost green / Green integral easy to stimulate consumer value and green purchase decision;compared with the green integration motivation is low,high green integral incentive effect is better.In the case of the interaction of different integration systems,the effect of low incentive-calculation is better than that of high incentive-difficult situations.(3)green involvement and price sensitivity play a significant role in regulating green purchase decisions under different integration strategies.For consumers with high green involvement,the difficulty of incentive computation has a significant impact on green purchase decisions,while consumers with low green involvement are just the opposite.(4)perceived cost and perceived value of green green plays a fully mediating role in different integration strategy,integration strategy play the whole effect indirectly through perceived cost and perceived value of green green,green and green than the perceived cost of perceived value in green purchase decision has more effective role in promoting.(5)there are significant differences in the influence of different green integral systems on the demographic variables.Therefore,this study holds that when making green consumption integral system,government departments should:(1)conduct corresponding guidance and incentive strategies for different characteristic groups to identify consumers’ demand points.(2)when implementing the green consumption integral system,we should give priority to the exchange system with high level of incentive and high level of incentive.(3)fully understand the important role of consumer green perception cost and green perceived value,and can effectively improve the consumer’s green purchase decision.(4)fully understand the publicity and cultivation of green involvement of consumers,and have a positive impact on the implementation of government related green consumption incentive policies.