Research On The Influence Of Green Consumption Behavior On Consumers’ Subjective Well-Being

With the accelerating industrialization and urbanization,problems such as excessive resource consumption,serious environmental pollution,and global warming have become increasingly prominent.At the same time,the ever-increasing demand of human life has also increased the impact on the environment.The issue of green consumption to achieve economic and environmental sustainability is particularly valued.As a major role in social life,consumers play an important role in environmental protection and green consumption.As the concept of green environmental protection continues to penetrate the hearts of the people,green consumption to reduce pollution and reduce waste have become the mainstream of consumption.Seeking sustainable development is an inevitable choice for economic and environmental development.At present,the content related to green consumption is mainly based on the pre-factors generated by the study of green consumption behavior,while ignoring the influence of the post-factors of green consumption behavior.In the consumption process,consumer satisfaction will affect the consumer’s subjective well-being,which in turn affects consumers’ consumption habits.That is to say,the improvement of consumer satisfaction will prompt consumers to have subjective well-being,which will help consumers to develop habitual purchases of green products and develop habits of implementing green consumption behaviors,so as to achieve a sustainable development of social environment and economic environment.Based on the above considerations,this paper cuts through the perspective of sustainable development,makes assumptions and analysis on the subsequent impact of consumers’ implementation of green consumption behavior,takes green consumption behavior as an independent variable,consumer satisfaction as a mediator,and consumer subjective well-being.As a dependent variable,environmental awareness is studied as a regulatory variable.First of all,to summarize the relevant research at home and abroad to establish a theoretical basis.Secondly,based on the reference of consumer behavior model and other prior research,this paper uses consumer satisfaction and subjective well-being as the post-factor of green consumption to construct research model and propose research hypothesis.Thirdly,this paper analyzes the causal relationship of the relevant variables in this paper through empirical research.The study found that green consumption behavior is positively related to consumer satisfaction.Consumer satisfaction has a positive effect on subjective well-being.Consumer satisfaction has a positive impact on subjective well-being,which is between green consumption behavior and subjective well-being.Regulate.Finally,this paper summarizes the paper and puts forward corresponding rationalization suggestions,so as to promote consumers’ implementation of green consumption behavior,enterprises to improve green production,and the government to improve the environmental protection laws and regulations,so as to achieve sustainable economic and environmental development.