A Research About Green Consumption Behavior Based On The Focus Theory Of Normative Conduct

Faced with the advocacy of national policies and the great potential of the green consumer market,many companies have sharply captured consumers’ demand for green commodities and made great strides in the green market.However,these companies have encountered to many difficulties.This article aims to provide enterprises with an effective way to promote the sale of green products.Therefore,based on the theory of normative focus,we can separately discuss whether social norms can effectively promote consumer green consumption,how social norms can better promote consumer green consumption,and why social norms can Promote consumer green consumption Three different perspectives analyze the impact of social norms on consumer green consumption behavior,and strive to overcome a fundamental problem of green product sales-how to allow consumers to spend more money than ordinary products to buy altruistic benefits.Green products for self-interestThis article mainly adopts the experimental method,taking the sales of green products of supermarkets as an example,and carried out 3 experiments in total,with nearly 700 participants with different backgrounds participating in the experiment.Experiment 1 used single factor and four levels(descriptive normative group,mandatory normative group,social normative group,and control group)inter-group experimental design to explore the impact of social norms on the willingness to purchase green products.It was found that:descriptive norms and orders Sexual norms can positively promote the willingness to purchase green products,and consumers affected by social norms can maintain good green product usage habits for a period of time Experiment 2 uses a two-factor test room(social norms:descriptive norms vs.injunctive norms;advertising requests:altruistic claims vs.egoistic claims)design,which explores the regulatory effect of advertising requests in social norms to promote green product purchase intentions.It was found that when the social normative information is a descriptive norm,the self-willingness of green products told by Qijiguang is higher than the willingness of green products to be asked by altruistic;when the social norm is a mandatory norm,the green product of altruistic is told The willingness to buy is higher than the willingness to buy from the self-interest broadcast Experiment 3 also uses a two-factor test room(social norms:descriptive norms vs.injunctive norms;advocacy:altruistic appeals vs.selfish appeals)design,and discusses the existence of environmental self-responsibility in social norms to promote green product purchase intentions The intermediary effect found that descriptive norms and injunctive norms can increase consumers’ willingness to purchase green products by inspiring consumers’ environmental protection.The research in this paper found that companies can combine social norms with advertising marketing strategies in the green product sales process to improve sales performance;companies can also grasp the frequency of such ads according to the length of social norms influence;the study also found that society The norms help to cultivate consumers’ habits of using green products,which greatly increases the probability of consumers buying the same green products,which can increase the number of "return customers" for the company;the research also draws an unconventional conclusion when presented to the subjects’ orders When it comes to sexual norms,the emphasis on altruism at this time is more able to promote the purchase of its green products.This research finds that it can overcome the sales difficulties faced by green products to a certain extent.