The Relationship Between Perceptual Norms And College Students' Green Consumption Behavior

Green consumption is a kind of consumption behavior with environmental protection.Consumers need to consider the environmental impact when purchasing products,Which reflect consumer awareness of environmental responsibility.Among the factors affecting green consumption behavior,Perceptual norms use other people's norms to arouse consumer normative awareness,This increases the likelihood that consumers will choose green behavior.Therefore,this study explores the relationship between perception norms and green consumption behavior.Environmental self-responsibility and perception of consumer effectiveness,as internal factors of individuals,play an internal activation role in increasing personal behavioral awareness,Perceiving consumer effectiveness makes people aware of their ability to contribute to environmental protection,Environmental self-responsibility increases self-responsibility awareness of environmental responsibility,They both increase the possibility of green consumption behavior from the aspect of behavior awareness.External factors may work through internal factors,Therefore,the study introduces the perception of consumer effectiveness and environmental self-responsibility,and explores whether there is a mediating or regulating role between them.This study combines the experimental method and the questionnaire method,A total of three experiments were designed.In the first experiment,953 college students were selected as subjects to explore the influence of the types and levels of perceptual norms on green consumption behavior.In experiment two,385 college students were used as subjects to examine the impact of normative types,normative levels,and our /your expression on green consumption behavior.In Experiment 3,1214 college students were used as subjects.Roberts perceived consumer scale,Peloza environmental self-responsibility scale,and Chan green consumption willingness scale were used to explore the perceived consumer effectiveness and environmental self-responsibility between perceived norms and green consumption behavior Role.The following results are obtained:(1)There is a significant positive correlation between perception norms and green consumption behavior;(2)The level of regulation has an impact on green consumption behavior;there is an interaction between the level of regulation and the impact of our / your way of expression on green consumption behavior;(3)Perceived consumer effectiveness has a moderatingeffect in the relationship between perception norms and green consumption behaviors;the environmental protection self-responsibility part of the mediator perceives consumer effectiveness as a moderating role.The four variables of perceptual norms,environmental self-responsibility,perceived consumer effectiveness,and green consumption behavior constitute a mediating adjustment model.Based on the results of the above research,it can be found that Perceptual norms have a positive and significant impact on green consumption behaviors.Perceived consumer effectiveness regulates the positive impact of perceptual norms on green consumption behaviors.The environmental protection self-responsibility part of the intermediary perceives consumer effectiveness as a moderating effect on perceptual norms and green consumption behaviors.