The Analysis Of The Influence Of Consumer Values On Purchasing Decisions Of Green Products

Human society has had a very long history of rough development,people's living standard has improved rapidly.Meanwhile,the natural environment has been seriously damaged.When people begin to be aware of environmental protection,harmony between human and the nature becomes a large difficulty and the people all over the world realized that they need to face it and it is urgent to solve the problem.Since 1950 s,governments of different countries,which also include Chinese government,are devoted to create the new mode of harmonious unity of environmental protection and economic development.Especially in the past decades,the party and the leaders of China have attached a great importance of the environmental protection and promoted the development of green economy.The consumption awareness and perspective of people have been changed in a subtle way.Meanwhile,green consumption and green products also become a part of people's daily life.How to stimulate consumption so as to stimulate the green consumption? Many domestic and foreign experts have demonstrated and recognized the important influence of consumer values on consumers' purchase behavior.However,there are few discussions about the impact of purchasing green products,which provides a relatively clear direction for the research.In addition,Chengdu,as the capital of Sichuan Province,is still relatively behindhand but has great potential for green economy.The awareness of green consumption for residents is rising.So using the empirical research method,taking the local residents as the research object,doing research about the influence of consumers' values on green products can not only improve the relevant theoretical systems,but also make reasonable recommendations for the implementation of green products and then it will make a contribution to the development of China's green economy.Therefore,on the basis of the consumer value model for Sheth,Newman and Gross,this research will explore the theoretical influence of functional value,social value,affective value,cognitive value and conditional value on the selection of green products and will take the residents in Chengdu,Sichuan as the research object for empirical analysis.The main contents are: Firstly,review the literature research,combine and analyze the research for domestic and foreign experts which based on consumer values and green consumption,thus to lay a theoretical foundation for subsequent empirical research.Secondly: Through analyzing the influence of five different kinds of consumer values on the purchase of green products,then establish a theoretical model and make assumptions.Thirdly,through the questionnaire survey,following the strict empirical research paradigm,verify the consumer value system and the comprehensive model of the influence factors of Chengdu residents' purchase of green products.The results show that functional value,social value,affective value,cognitive value and conditional value all have positive effects on consumers' purchase of green products and there is not much related to age and gender.The behaviour of urban residents choosing green products present to be clustered.The combination of five values is different,and the types of people affected are different.Finally,in the last part of the research,make reasonable recommendations for the implementation of green products from the perspectives of consumers,businesses and governments to promote the improvement and development of green market,thus to make certain contributions to China's development of green economy.